In the years following the 2015 global diesel emissions scandal, Volkswagen largely avoided alluding to the crisis in its U.S. advertising. In the darkness of crisis, it was pushed to question and radically reinvent itself. Before we could introduce a new brand platform, we knew we needed a powerful redemption moment - a way for Volkswagen to “clear the air.” To draw a line in sand.
We chose to address the matter head on with a piece of work unlike any other in the auto category, We worked on a bold series of print ads that embraced the brand’s hallmark wit like “Lemonade,” a homage to the brand’s iconic “Lemon” print ad from the 1960s.
