Transforming China's most iconic car model into a brand.
When Volkswagen decided to transform China's most iconic card model, the Jetta, in a brand, they needed the help from good storytellers. We were given the positioning "Proud Past, bright future" and decided to reflect them in amazing stories. We collected incredible stories from the first generation of Jetta drivers and contrasted them with the aspirations for the future from the next generation of Jetta drivers, their sons and daughters.
