ABOUT

The Garagem Volkswagen project stands as a landmark initiative in emotional brand connection, successfully transforming Volkswagen’s historical collection—the first of its kind outside Germany—into a vibrant digital ecosystem that bridges generations of automotive enthusiasts. Serving as Client Leader and Brand Strategy Director at LLYC, I orchestrated the strategic vision that fused historical storytelling with data-driven creative execution, most notably through the "Kombi Déjà Vu" campaign; by deploying a camouflaged Kombi across São Paulo to generate organic curiosity and "car spotting" buzz before the official launch of the instagram garagem.volkswagen Instagram profile, we turned a physical archive into an always-on digital hub. This strategy yielded exceptional results, securing prestigious accolades at the 2024 Jatobá Awards, including Case of the Year, Digital Communication, and Regional Case of the Year (Southeast), while generating over 18 million BRL in earned media value with zero paid media investment. This project not only cemented my commitment to crafting legacy-building strategies but also established a new benchmark for how heritage brands can foster authentic, lasting community engagement in the digital age.