R&Create

To mark the launch of the new Golf R, Volkswagen is taking a new approach by making its loyal fans the stars of the campaign. Through the "R&Create" initiative, the brand invites enthusiasts to dive into the world of content creation and showcase their own Golf R.

At the heart of the campaign is a four-minute masterclass on YouTube (R&Create Masterclass), produced by DDB Germany in collaboration with Volkswagen. In this exclusive masterclass, award-winning director Alberto Blanco and his director of photography, Mikey Zeller, offer deep insights into professional video production. They demonstrate to fans how to transform their Golf R into stunning visuals using creative camera angles, perspectives, and editing techniques.

In addition, "R&Create" provides numerous other content pieces across social media platforms. Along with camera settings for product images, there are exclusive tips and tricks from car influencer and TikTok star Sophiacalate (@sophiacalate) in specially produced reels for the platform.
The R fan community is characterized by a deep passion for the brand and often knows the vehicles down to the smallest detail. Volkswagen R supports this strong emotional bond by promoting the creative engagement of the community through the campaign. By combining emotionality and engagement, a close connection to the target group is created.

Björn Bremer, CEO of DDB Germany, emphasizes: "We are excited to celebrate the passion and creativity of Golf R fans together with Volkswagen. With 'R&Create,' we aim to create a platform where fans can express their enthusiasm for the Golf R in an authentic and innovative way. By collaborating with talented creatives like Alberto Blanco and Mikey Zeller, we can provide fans with professional tools and techniques to bring their visions to life. The campaign showcases the strong bond between Volkswagen and its fans and the potential within this community."

With "R&Create," Volkswagen offers fans the opportunity to combine their passion for the Golf R with their talent for social media content creation. The campaign engages the community where they are active - on YouTube, TikTok, Instagram, and Facebook. It is supported by ads and advertorials in leading automotive magazines, as well as out-of-home initiatives.

How it works:
- Visit the "R & Create" masterclass on YouTube: R&Create Masterclass.
- Gather tips and tricks on Volkswagen and Sophiacalate's social media channels.
- Share your own Golf R creations using the hashtag #RandCreate.
- Become part of the community and showcase your passion for the Golf R.