For its 50th anniversary, Volkswagen treated the GTI as more than a car. It looked at what it has come to represent over time : performance, yes, but also attitude, memory and a strong connection with the people who made it part of culture. The campaign was built around that tension : an icon with history, still fully present.
Rather than keep that legacy in the past, Volkswagen and BBDO Paris gave it new forms. From the Golf GTI Edition 50 at Rétromobile to a Society special issue, a track created with Mosimann and GMK, and limited-edition pieces fans could wear or collect, the campaign showed how the GTI continues to circulate beyond the road.
