Volkswagen
‘Vroom vroom’ will soon be history in the living room.
Kids and toy cars have always been a noisy combo. Pushing them around, making deafening engine sounds, mimicking the roar of fossil-fueled vehicles.
But the world is changing, and so is playtime. As Volkswagen moves toward an electric future, it will not just transform the way we drive, but also the way kids play.
With the fully electric ID.3, the next generation will grow up with a new kind of car. One without the noise. And for the first time ever… playtime will be in complete... silence!
With this electric campaign, we introduced the ID.3, Volkswagen’s first fully electric model. And since a future icon deserves a future-proof toy, we created one to match.
Meet the ID.3tje, meaning "little ID.3" in Dutch, a build-it-yourself toy car specially designed for kids. Made from recycled cardboard and just as electric and just as silent.
Featured in our campaign film, it invited enthusiasts to pick up their own kit through Volkswagen’s social channels and showrooms.
Together with their parents, kids could turn the kit into a fully functional driving ID.3tje, after a quick visit to see the real thing, of course.
Concept created with Sharon de Graaf | Agency: dentsuACHTUNG! | Client: Volkswagen | Production Company: LIEF | Directed by Adi Halfin | DOP Roman Linetsky | Edited by Russel Icke | Grading by Joppo (de Grot) | Music by Pedro Botsaris (Antfood)