May 2020. France emerges from confinement. Volkswagen launches a tactical campaign anchored not in the car’s specifications but in the one thing the months of lockdown had clarified beyond all argument: the value of being outside.
Seven films, each built around a different “ici” – a specific place that someone has been longing to return to. A terrace. A road. A familiar sound. The poetic logic of the series is that ici is not a location but a feeling, and the best thing Volkswagen can offer right now is the freedom to get there.
