Volkswagen California

The brief

Revitalise Volkswagen California's position as the ultimate symbol of freedom

The insight

A Volkswagen California is a great way to experience the freedom of the road. To travel with no destination in mind, letting nothing but our imagination lead the way. Except one thing is getting in the way; in Denmark, like most other European countries, you’re not allowed to set up camp outside designated camping sites - taking much of the magic and allure out of the freedom experience.

The solution

Volkswagen partnered with landowners all over Denmark to open ‘California Stays’ - bookable overnight spots in remote and breathtaking locations. Once again, the road had become an unbeatable holiday experience, and the Volkswagen California the ultimate symbol for freedom.


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2019 Epica Awards

Silver winner in the automotive 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.

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