Volkswagen

The manufacturer’s own enthusiasm for this iconic anniversary was to be shared with the social community, infused with a sense of nostalgia. We wanted to celebrate this genuine passion authentically through native user-generated content (UGC) from the community. The goal was to transform dry facts and figures into tangible, lived emotions!

We developed the #MeinGolf campaign as a follow-up to the proven #VWFanFoto format. From May to July 2025, we invited the Golf community on Instagram and Facebook to share their personal stories and snapshots. UGC was featured on Volkswagen’s channels, and 100 photos were showcased in a DOOH installation in Wolfsburg. In addition, we produced films highlighting the most compelling stories and portraits of the community’s most active members.

With this campaign, we created a global platform for VW Golf enthusiasts, bringing the emotions surrounding the iconic car to life. Instead of simply looking back at 50 years of automotive history, we celebrated the moments that made the Golf a cultural icon. Our creative collaboration with Volkswagen was also recognised by the German Brand Award, winning in the category “Excellence in Brand Strategy and Creation – Brand Communications: Social Media.”