Volkswagen Golf Rabbit
Concept Campaign
A conceptual campaign developed for Volkswagen’s Golf Rabbit, inspired by the vehicle’s iconic name and playful heritage.
The campaign reimagines the Golf Rabbit through a simple visual illusion: under a beam of light, the car’s shadow transforms into a rabbit, creating a memorable moment of discovery.
The Idea
“Catch it if you can.”
By blending realism and imagination, the campaign turns an ordinary urban scene into something unexpected. The rabbit silhouette appears only through light and shadow, reinforcing the agility and personality associated with the Golf Rabbit name.
Creative Direction
The visual approach combines:
Cinematic nighttime photography
Minimal, high-impact composition
Subtle storytelling through light and shadow
Clean, confident typography
The result is a concept that feels playful yet premium, staying true to Volkswagen’s brand character.
Deliverables
Print Advertising
Out-of-Home (OOH)
Bus Shelter Displays
Billboard Applications
Role
Creative Direction · Art Direction · Design · Copywriting
Project Summary
A modern interpretation of Volkswagen’s Golf Rabbit that transforms the vehicle’s shadow into a rabbit silhouette, creating a simple yet memorable visual metaphor. Designed for print and outdoor media, the campaign celebrates the model’s identity through imagination, storytelling, and minimal design.
