There has never been a more iconic shape than the VW Beetle. What other product on the planet is as instantly recognized by it’s profile alone? It’s a profile that has always been a universal symbol for cool, and is a constant reflection of culture. Like the times them­selves, the Beetle continues to evolve. The 2012 model marks only the third significantly different profile of the world’s most iconic automobile. And it’s all new. We created a global campaign using The Beetle’s cultural capital to connect people all across the world. The campaign celebrated the evolved, masculine styling with strikingly simple, memorable expressions of the Beetle profile itself.