Volkswagen Denmark wanted to shift the focus from ‘Wagen’ to ‘Volks’.


Having spent the last three years highlighting the technicalities under the hood of the car, Volkswagen Denmark set out to

embrace their heritage by tapping into the emotions so deeply rooted in their consumers’ connection to their brand.


Volkswagen is a brand with room for everyone. Room to be who you are and grow into who you want to be. We embraced this through the engagement platform ‘Move On’ and created a 6-minute father-and-son drama – ‘Generations’ – about taking the best from the past generation making it your own. To support the message, we created a substantial content hub with authentic stories and portraits of VW-owners, with stories that resonated with the plot of ‘Generations’.

+1.2 million

people have seen the film


Increased buzz score and 21% increased word-of-mouth score.

2018 Cannes

Lion Bronze winner in the entertainment category.

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Belong Agency Sweden is a full-service agency using creativity to solve business problems and build brands that belong in culture.

Eriksbergsgatan 8A, Stockholm, Sweden