Title: Driving Joe Home
The Touareg is one of VW’s most reliable vehicles. So when news broke that British schoolboy Joe Thompson was stranded in the UAE after developing a fear of flying, we had the idea to Drive Joe Home.
We sourced a film crew and 3 VW Touaregs. The journey was plotted and visas were applied for. Joe had his own blog to document his journey. Local media got behind the campaign. Support started to spread across the EMEA region and Joe’s story made international news.