With the goal of reaching younger target audiences, Volkswagen teamed up with VICE in order to produce content for the new T-Roc. To create cultural relevance we authentically recount the personal story of Winnie Harlow which reflects the “Born Confident” mindset and makes a strong, inspiring statement in line with the messaging of the new T-Roc.

The Canadian top model was diagnosed with a chronic skin condition early in life. She was a victim of bullying by other children throughout her childhood. But her ability to embrace these "imperfections" largely helped her modelling career. Harlow’s tale of self-empowerment is moving testament to true confidence.

The produced video and editorial content was hosted natively within the VICE digital ecosystem and activated across VICE O&O sites and the VICE Digital Network. Activation included a mixture of social and native promotion and rich media across our digital universe.