Campaign details

Brand: Volkswagen
Brand owner: Volkswagen
Lead agency: PHD
Contributing agencies: Deutsch LA, Creative On Demand
Country: North America
Industry: Automakers & marques
Media channels: Livestreaming, Outdoor, out-of-home, Social media, Sponsorship - media, Television, Video on Demand,
Budget: Over 20 million

Executive summary

With a successful run at the 2014 FIFA World Cup, Volkswagen wanted to go back for more in 2018, ensuring a big splash from the beginning to the end of the tournament. But after committing millions of dollars to the event, the US men's national team didn't qualify.

To keep red-white-and-blue-blooded fans engaged and watching, we'd need to pivot our approach. We'd need to change their behaviour entirely and convince them to tune in and support a foreign country they would otherwise have barracked against.