Volkswagen, a German company, made the most popular car in Brazilian history: Gol, the Portuguese word for “goal.” This historic model was now going to be discontinued, and in a World Cup year.

To provide an epic, unforgettable send-off for the most iconic, best-selling car in Brazilian history.

To make everyone know that the VW Gol was being discontinued, strengthen the positive image of the car and the VW brand, and, of course, jinx Germany – which worked.

Volkswagen, a German company, made the most popular car in Brazilian history: Gol, the Portuguese word for "Goal". In its last year before being discontinued, a World Cup year, the GOL had to get revenge in name of the Brazilian people by sending 7 VW Gols made in 2014 back to Germany, one for each goal they scored on that tragic day in 2014 when Brazil’s national team fell by a score of 7 to 1.

The whole shipping process was filmed as one single video to be aired at Germany's first World Cup match in 2022.

At the time, the video was one of the most talked-about spots in Brazil.

For decades, Volkswagen was more than a brand that catered to Brazilian car buyers. It was the only automaker able to encourage smiles, inspire and have models that connected in a unique way with the entire Brazilian population. But over time, the brand lost that connection, and came to be seen as old and outdated.

The farewell to Gol – one of the most beloved cars and largely responsible for that strong connection with the brand – was the perfect opportunity to burst the automaker bubble and bring back the sympathy and warmth of the people's brand to everyone in the country.

Volks wanted to reinforce its differentiation by being seen as a brand made for Brazilians, remembering all the good moments everyone had inside a VW.

The movement started on VW social channels, generating the first round of conversations. Then, in true Brazilian viral fashion, we started to spread a shareable WhatsApp version. At last – and to further enhance the positive feedback - we aired the film during a World Cup ad break on Brazil’s biggest network.

The campaign aired on Open TV, Online Shareable Videos, Online Posts (on VW social channels) and in a collab with micro influencers.

Media reach of 80 million (almost as many people as the population of Germany).

Media reach of 80 million (almost as many people as the population of Germany). The video was one of the most talked-about spots in Brazil.

People’s reactions were broadly very positive, with glowing comments about how creative the campaign was.