Volkswagen launches T-Roc digital campaign with Winnie Harlow

Volkswagen is taking the next step in the international marketing campaign for its new T-Roc. In cooperation with the global media company Vice, Volkswagen has developed an emotional campaign with Canadian model Winnie Harlow. The 22-year old has a rare skin condition that may lead to depigmented patches on her skin.

In the new Volkswagen campaign, an unmistakable personality meets an unmistakable car - Winnie Harlow meets the T-Roc. The campaign focuses on a 72-second film in which Winnie Harlow presents her unusual biography. In the film the characteristics of the new T-Roc, 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 developed an authentic and emotional social media campaign specifically targeting young people and pleading for more courage to be different. Volkswagen showcases Winnie Harlow and the T-Roc as unconventional role models.