The New T-Roc was the first cross-over car ever produced by Volkswagen and it's been launched

on a very crowded market, full of mini-urban-vehicles and middle-sized SUVs.

Our task was to warn all the competitors: there’s a new player in town, and it’s ready to kick your bumpers. Because T-Roc is Born Confident.

So, we played it cool with an outdoor ad.
Well, it was not just “an outdoor ad”, it was the biggest outdoor ad of the whole damn' Europe.