Art direction & design
Volkswagen | Unleash Your Rrrr
Volkswagen needed to launch the Golf R, its top performance model designed to bring back the fun in everyday driving. Our problem was that as we grow up, driving becomes more functional and less fun. So to launch it, we went back to when we had the most fun with cars – as kids, imagining ourselves as racecar drivers.
Make screeching sounds and the Golf R drifts. Roar and it accelerates. Every sound you unleash triggers a different maneuver. To pull this off, we built the world’s first Artificial Intelligence brain that translates human emotions and car sounds into a virtual test-drive. Unleash Your Rrrr was the first campaign to harness the power of Artificial Intelligence and deep machine learning to create the next generation of personalized ads.

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