We created a car ad teaching 
people how to get better at shooting content.
VW R is a Volkswagen sub-brand with its own community, and its fans are, to put it lightly, fanatics. They know everything worth knowing about these cars.
So, what should we do when we don't have to use our ads to educate?
The R community loves to talk about the models and share knowledge and content online in forums, on Instagram, Reddit, etc.
The only thing is, the content often looks… Let's say less good.
So, we did the only right thing. We decided to empower the ones who know (the R community) by educating them on how to shoot better car content by turning our ad into a masterclass.

Little Black Book Muse Work of the Week Best Ads on TV
The R&Create Masterclass consisted of six lessons:
We collaborated with car influencer Sophia Calate, who has almost 2 million followers on YouTube, Instagram, and TikTok.
Agency: DDB Berlin
CCO: Irene Kugelmann
CD Copy: Maximilian Müller
CD Art: Lars Jakschik
Senior Copywriter: Gus Haffling
Art Directors: Mitra Tavana, Stephanie Berkmann
Junior Copywriters: Jonas Perkmann, Matilda Poche
Senior strategist: Simon Preß
Head of Production: Jens Mecking
Account Director: Christoph Hameister Huesgen
Senior Account Manager: Faye Schröder

Production Company: 27 KM
Director: Alberto Blanco
DOP: Mikey Zeller
Executive Producer: Tobi Woelfel
Senior Producer: Simone Koch
Production Assistant: Emily Scheer
Post Producer: Sam Cody