Then Now Always x Volkswagen

The challenge
A few weeks after Dieselgate, Volkswagen needed more than damage control. They needed to rebuild trust. The brief: launch a global campaign that could reconnect with audiences and remind them of the values behind the brand.

The idea
Instead of talking tech or features, we chose to talk about people. We created a campaign that looked back at the memories people have made in their Volkswagens—across generations, across decades. Because a car is just a machine. Until it’s part of your life.

The execution
We told that story through a global film and a fully integrated campaign—real moments, real people, real emotion.
A message that moved away from “Das Auto” and towards something more human: Then. Now. Always.

The results
→ Brand perception metrics started to recover within weeks
→ The message became the backbone of VW’s communications for the years that followed

(Developed while at DDB)