Challenge ⛺︎

The Volkswagen California is made for people who want to unplug and reconnect with nature. So most digital ads don’t reach or connect with them, because they avoid screens and social feeds. So how could we advertise to people who avoid advertising?

Insight ✏️

Coloring books offer the same creative freedom to customize a car, but completely offline. They’re a nostalgic and analogic object that connects with people physically and emotionally.

Solution 📖

For International Children’s Day, we launched the Volkswagen Offline Configurator: a coloring book that lets people customize their own California. The book included blank campervan templates, wheel and headlight options, plus camping recipes, survival tips, and spooky campfire stories. On top of that, anyone who mailed us their customized campervan could win the chance to see it brought to life.

A campaign that turned going offline into the most connected thing we could do.