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CD: Kevin Watkins
AD: Pere Suana
Jr. AD: Sonja Malic
Jr. CW: Sonny Sirivong
Associate Design Director: Olga Vladova
Photographer: Caleb Kuhl


Johannes Leonardo
Volkswagen

In a city like New York, people tend to forget to have joy in their busy lives. They prioritize work and duties over fun.

To introduce Taos as the most joyful car, we brought joy to New York, the city that never sleeps, and invited people to scan the QR code to experience hidden places to have fun. A reminder of how important it is to have joy on their to-do list.

We designed a user journey that brought back joy to thousands of people living in New York.

In each OOH digital billboard and poster promoting the new Volkswagen SUV Taos, people were able to scan the QR code to discover the Hidden Joy experiences around New York. Each experience was a hidden place from NY with a memorable joy experience of live.

As a part of this campaign, we did a photoshoot with Caleb Kuhl to introduce the new Volkswagen Taos compact SUV to NY.

We also amplified our message on a Tinder Vibe Event, and invited people to find joy in real life.

ART DIRECTOR