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After 63 years, the last Kombi production line in the world closed its doors in Brazil. Our job was to create a campaign for the end of production and advertise the special series, “Kombi Last Edition.”

In place of a cold economic announcement, our strategy was to show that we were not just talking about a car, but rather a symbol. We were practically bidding farewell to a member of the family.

Instead of simply announcing the end of production, we created the “unlaunch” of a car, a novelty in the automobile industry. The news made a splash across the world; people were invited to visit the site and submit their stories with the car, as well as checking out the “Kombi Last Edition.” Journalists worldwide were also invited to come to Brazil and follow the production on the world’s last Kombi.

After two months’ worth of submissions, we chose the best stories and created the “Kombi’s Will.” A list with its heirs and its last wishes.

The Kombi would deliver all of its bequests, each stop becoming a chapter of a webseries. The fulfillment of its last wish became a short film narrated by the Kombi itself, featuring a reunion with the son of the car’s creator – technically speaking, its brother.

That’s how a car that would never be produced again managed to touch millions of people and leave a legacy for its brand. The last Kombi made news across the world, generating over $40,000,000 in earned media.

SUPERAMAZING COMMERCIAL

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