Launch the new Beetle to bring the spirit of the original Beetle to the 21stcentury. We wanted people to forget about the New Beetle launched adecade ago for its cute, not cool, girly image. The 21st Century Beetle was tobe as iconic as the original one, more masculine, more sporty, more dynamic.Idea:To create the re-birth of an icon, we decided to use the metaphor of re-incarnation, the idea that being good in one life leads to a better next one: alife that has new characteristics added.Solution:We show the spirit of the original Beetle and its being good in classic andentertaining scenes of the past – and link them to our present that is evenmore desirable, dynamic, iconic.