Cookie Consent by Free Privacy Policy website Distinctive and confident – Volkswagen launches digital campaign with T-Roc and Winnie Harlow
february 07, 2018 - Volkswagen

Distinctive and confident – Volkswagen launches digital campaign with T-Roc and Winnie Harlow


  • Social media content added to international marketing campaign for new T-Roc
  • Winnie Harlow embodies campaign motto "Born confident"
Volkswagen is launching a digital campaign with #winnieharlow.

Volkswagen is today taking the next step in the international marketing campaign for its new #troc.

In cooperation with the global media company VICE, #volkswagen has developed an emotional campaign with Canadian model #winnieharlow. The 22-year-old suffers from a rare skin condition that may lead to depigmented patches on her skin. As a child, she was repeatedly teased but now she is a model celebrated throughout the world. In the new #volkswagen campaign, an unmistakable personality meets an unmistakable car: #winnieharlow meets the #troc.

From today, a film and various moving image and photo formats are being launched on the channels of the VICE network. In the second stage of the campaign, the content is to be provided via the social media channels of the #volkswagen brand from February 21, 2018.

"Winnie Harlow embodies what the #troc stands for in the ideal way: confidence and perseverance from the beginning. Our inspiring campaign is based on authentic storytelling and a variety of innovative advertising formats. It is intended to address new target groups. We appear more courageously and more confidently and provide new impulses with our models," says Mirja Schneider, Head of Website Content und Digital Communication of the #volkswagen brand.

The campaign focuses on a 72-second film in which #winnieharlow presents her unusual biography. In the film, the characteristics of the new #troc, distinctiveness and confidence, are linked to the 22-year-old, allowing viewers to experience them.

Together with VIRTUE, the creative agency of VICE, #volkswagen has created an authentic and emotional social media campaign specifically targeting young #people and pleading for more courage to be different. #volkswagen showcases #winnieharlow and the #troc as unconventional role models.

Related news

april 27, 2023
december 14, 2022
november 18, 2021

Today, #green NCAP announces the ratings for six cars: the new Nissan Ariya and Renault Austral, the Volkswagen T-Roc, Volvo XC40,...

In time for spring, #Volkswagen is launching the #troc Cabriolet as a limited "Edition Grey" small series. The car for open-top dr...

New versions of the #troc, the #troc R01 and the #troc Cabriolet at dealers in spring 2022Compact crossover model equipped with te...

You might be interested in

january 28, 2020
september 20, 2019
may 28, 2019

Having a ball in the snow with the #troc R01 – during the R Experience Ice in Sweden, drivers drift across snow and ice on frozen ...

New 2.0-litre top-of-the-range diesel engine generating 140 kW / 190 PS available to order“Black Style” design package for even mo...

Company donated “Lewis Hamilton” #limitededition Brutale auctioned off at #amfar yearly gala in Cannes on May 23rdSchiranna, Italy...