During my time at VICE’s in-house creative agency VIRTUE, we launched a branded campaign to launch the Audi Q2, celebrating a generation that defies labels and refuses to be put in a box. Playing with the language of hashtags, the concept invited people to be #genius and #fashionvictim, #urban and #outdoor, #hero and #normcore all at once. Their fluid identities became #untaggable — just like the new Audi Q2.