The submitted executions are part of a fully intergrated advertising campaign, introducing the Volkswagen car to a young audience. An online teaser preceeded the TV campaign and worked in conjunction with ambient media. All were developed with a graffiti/tagging theme. The TV campaign property was the Lupo baby. The online teaser campaign challenged the creative teams to present the character to audiences who were digitally advanced and savvy to corporate marketing. Transitionals were designed without using Volkswagen branding. Their only recognisable features were the wording "Lupo" on some executions and the baby's face. Standout was achieved by giving the creative work a bold, underground feel. This was reflected in the two-tone treatment of the sinister baby's face as well as the choice of background colours and font. The transitional's use of sampled html coding lent it internet credibility while the rough blipvert sytle made maximum impact in the space available.