Volkswagen

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Observation: Electric vehicles (especially new ones) often receive a lot of criticism online.

Insight: Online 'haters' don't expect their comments to be combatted

Idea: 'Silence the Hate'

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This brief was set by Tribal, an agency that crafts culturally-driven, digitally-savvy campaigns connecting brands with audiences through authentic storytelling and community-focused impact. They told us VW had received hate towards the release of their new electric ID.2 All, so we had to combat that.

The idea we had was to directly speak to these 'haters', individually singling them out, almost to intimidate any more hate to be posted about this car.