Concept: "Toca a todos" means "Everybody can play (an instrument)" as well as "Everybody can win (a prize)".
In the portuguese language, the word "play" (an instrument) is the same as "touch". So the concept says you can play and you can be "touched" by a prize.

 

(all illustrations were created by me)

 

 

 

 

 

 

Many alternative endings of the tv ad were created according to different music styles. Different people with different music styles got in and out of the car. The viewer was asked to write its favorite music style and see the customized video.

Then the video had to be shared to win prizes as well as scheduling a test drive with the new VW up.

 

 

Mockups of the speakers were created so the visitors could insert a coupon that was received in the mail.