I came up with this idea that the new GTI was for kids that were born a man. It came out at a time where all the possible customers were born during the early to mid 70ies. So we showed that simple fun behavior of kids back in the day. We also added a fun digital extension: you could color a simple, cheeky drawing and share it with friends. Everything about this campaign says: For boys who were always men. One of my favorite pieces of work.