Amidst declining sales thanks the rise of imported cars, Volkswagen South Africa created a campaign that resonated deeply with people by offering something that others couldn't: culture. The brand tapped into decades of South African tradition of nicknaming their Volkswagen Golfs. So to launcht eh new Golf, we handed people the keys to the campaign. We collaborated with car clubs across the country and launched a campaign that paid homage to the nicknames that have been given to Golfs over the years. We created an 8-part docuseries telling these stories, and then we called on South Africans to do what they do best: name the new Golf.