The Challenge

Volkswagen, a global automotive giant, found itself directly opposing critical EU climate legislation. Greenpeace International sought an exceptionally hard-hitting, high-impact campaign to challenge VW's stance and mobilize mass public action. The goal was to pierce through conventional advertising noise and compel a significant shift in corporate behavior.

The Creative Direction

Drawing inspiration from Volkswagen's iconic Star Wars-themed advertising, I devised a subversive and culturally resonant creative approach: casting the automaker as the "Dark Side" in the fight against climate protection. My direction encompassed a fully integrated, multi-platform campaign, featuring ad parts 1 and 2 of the viral "VW The Dark Side" film. This core film rapidly became the most-shared ad on the internet, even enduring a controversial takedown and subsequent reinstatement by YouTube due to copyright claims, which only amplified its notoriety and reach.

Beyond the core film, I orchestrated a series of innovative digital storytelling initiatives and immersive experiential activations. This included:

• A three-part short film series about "Brian the Stormtrooper," whose compelling narrative and associated viral videos organically evolved into a widespread meme, significantly expanding the campaign's multi-platform impact and reach.

• A high-impact experiential action at Old Street in London, designed for direct public engagement and media amplification.

• An interactive online game where participants could find ways to take action, "fight the dark side," and become "Jedi warriors," fostering deep engagement and sustained participation.

These integrated efforts galvanized mass public engagement and effected tangible societal change. The campaign's far-reaching impact was undeniable: it drove an increase of over 500,000 new Greenpeace supporters and ultimately compelled Volkswagen to invest 1 billion euros in green technology, officially withdrawing its opposition to EU climate laws. This project stands as a testament to strategic creative vision directly translating into monumental, real-world impact across diverse platforms and experiences.