To launch the new SpaceCross, Volkswagen wanted to explore consumers' imagination. The car, a fun, good-looking off-road wagon, is also a practical family hauler. To capture the car's essence, the campaign is based on Brazilian mythology and folklore. The fully integrated campaign includes two TVCs, on-line activations, a book app and posters.
“Headless Mule” is the ghost of a woman who was condemned to turn into a fire-spewing headless mule, galloping through the countryside from Thursday’s sundown to Friday’s sunrise.
The app is an interactive book that tells one of the most famous folk-tales in Brazilian Folklore. Originally narrated by João Gordo (in portuguese), Brazilian singer. Saci is known for playing tricks on people. He shows up everywhere in Brazil and has a different name in different parts of the country. In the interactive book, you will find out all of its nicknames, make Saci jump with on leg only, see how he scares travelers and watch him French-braid a horse’s mane. During the adventure, our hero, Space Cross, plays with Saci until it manages to capture it. The folk-tale is told by means of 3-D animations to the sound of rock music mixed with Brazilian rhythms. At the end, you can find out detailed information on Volkswagen’s new model.