No one buys cars in the UAE during the summer. They’re too focused on getting away from the heat. How can Volkswagen change that?
When the UAE lowered the driving age to 17, it opened the road to a younger generation of drivers. I saw an opportunity to reposition the Volkswagen T-Roc (the brand’s entry-level car) as the perfect first car and a new symbol of freedom for first-time drivers.
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Volkswagen Bodyshop repairs accident damage, but showing damaged cars only reinforces the problem, not the solution. So instead of visualising crashes and dents, we chose to visualise what customers actually remember. The story of the accident. The excuse. The frustration. The moment it happened. The message is simple. Volkswagen Bodyshop doesn’t want you to relive the damage. It wants to erase it until your car looks like it never happened.
