The campaign idea was built with a reference to the launch campaign headline - A New Leader - aired a couple of years ago. 
In the middle of the model’s life cycle we communicate the bestseller Volkswagen Passat as a well established and recognized leader of it’s class being followed by others. As in any group of animals, in a flock or a herd where all look the same, there is always one - which may not differ in fact, whom you may not even notice - the leader.​​​​​​​

Advertising Agency: Independent, Riga 
Creative Director: Michael Zvegintsev 
Creative Strategist: Kristofers Sics
Art Director: Michael Zvegintsev
Copywriter: Danylo Torbovskiy
CG Artist: Andrius Kirvela

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