Description
For the latest 75th anniversary campaign from Volkswagen, in partnership with creative agency Johannes Leonardo, the brand bucked convention from traditional sports advertising and created a campaign about US soccer, and how it’s been uniquely shaped by its fans. True to Volkswagen’s mission, ‘a brand shaped by the people’.
Partnering with the US Soccer Federation, this social-first, fan-led campaign serves as a rallying cry for American soccer during the biggest soccer tentpole of the year, COPA América. With the 2025 FIFA Club World Cup and the 2026 FIFA World Cup also on the horizon and being played on American soil, it's time for the world to recognize that America not only gets soccer, but that we are the "Home of Soccer."
A couple weeks prior to Copa América kicking off, so did the platform. It celebrates the unique melting pot of US soccer fans and their passion for the game that extends beyond the field and into the everyday despite this culture long being questioned and underestimated by the international footballing community. A planned interview with Christian Pulisic sets the record straight on this perceived doubt as he coins America as the “Home of Soccer”. He is immediately supported with social responses from Landon Donovan, the Extended National Team’s Emily Spreeman and an abundance of ensuing soccer fans from across the country latching on to this phrase. This diverse, and multigenerational community of soccer fans (including older women, Hispanic communities, and everyone in between) lead the charge for the game both on and off the field.
From all the rich and unique social content created, showcasing their unique and diverse contributions — their fandom, their love of the game, their knowledge, and their passion — VW will launch multiple 30: films during the tournament.
As a brand committed to the growth of the game in America, Volkswagen wanted to celebrate the very fans directly impacting that growth. They are the ones who make America the "Home of Soccer".
This professional campaign titled 'Home of Soccer' was published in United States in June, 2024. It was created for the brand: Volkswagen Group of America, by ad agency: Johannes Leonardo. This Digital and Film media campaign is related to the Automotive industry and contains 2 media assets. It was submitted 2 months ago.
Credits
Client: Volkswagen Group of America
President and CEO: Pablo Di Si
Chief Sales & Marketing, Officer Volkswagen North America: Andrew Savvas
CMO & SVP, Customer Experience & Brand Marketing: Rachael Zaluzec
Manager, Experiential & Brand Partnerships: Jessica Wolf
Brand Content Specialist: Rese Jones
Advertising Agency: Johannes Leonardo
Co-Founder & Co-Creative Chairman: Jan Jacobs
Co-Founder & Co-Creative Chairman: Leo Premutico
Executive Creative Director: Jonathan Santana
Creative Director: Simon Dolsten
Jr. Copywriter: Stephen McDaniel
Jr. Art Director: Katie Quinn
Design Director: Olga Vladova
Senior Designer: Karan Kumar
Designer: Manmeet Sodhi
Head of Production: Tasha Cronin
Group Executive Producer: Rebecca O'Neill
Executive Producer: Sherri Levy
Director, Business Affairs: Alesa Blanchard-Nelson
Sr Business Affairs Manager: Librado Sanchez
Sr. Project Manager: Alexis Palew
Head of Account Management: Sam McCallum
Group Account Director: Jackson Klein
Account Supervisor: Emma Pinkus
Chief Strategy Officer: Dan Ng
Group Strategy Director: Mary Bakarich
Director of Communications Strategy: Cooper Lemon
Director of Product Information: Ryan Callahan
Director of Communications: Grace Robert
Production Company: Group Thrpy
Director: Mischa Meyer
Executive Producer: Min Soo Kim
Managing Partner: Shelby Ross
Producer: Timory King
Production Supervisor: Alison Brown
Commercial Coordinator: Benjamin Scott
Director of Photography: Martin Ruhe
Casting Director: Salt & Lime
Editorial Company: Cabin Editorial
Editor: Chris Kelley
Cutting Assistant: Diana Seldin
Managing Partner: Maggie Meade
Executive Producer: Hope DuHaime
Head of Production: Lisa Barnable
Senior Producer: Marianna Terenzio
Finish/ VFX/ Color Grade: Shape and Light
Head of Production/EP: Julia Paskert
Producer: Gwenn Hardoun
Color: Blacksmith
Colorist: Mikey Pehanich
Color Producer: Adam Vevang
Audio Finishing: Sound Lounge
Audio Mixer: Tommy Jucarone
Head of Production: Dana Villareal
Producer: Matt Smith
Music: Human
Executive Producer: James Dean Wells
Creative Lead: Morgan Visconti & Mike Jurasits
