On January 1st 2024, France lowered the legal driving age from 18 to 17. For adolescents, a liberation. For their parents, a new category of anxiety.
Three press executions, each landing a dry, precise observation about what it means to hand over the keys a year earlier. One noted that a teenager can now drop you off at work before heading to school. Another pointed out that parents’ trust can be purchased and configured at a dealership. The third: ten years ago you dreamed of a babysitter who spoke English; now you want one German, with emergency braking.
White background. Headline. Car. Nothing else.
A conscious return to VW’s DDB heritage: the insight does all the work.
