Mission: In winter 2011, Volkswagen wanted to extend their successful Giant Coffee cup campaign by bringing the cups to selected ski hills across the province of Quebec.

Activation: A dynamic activation consisting of three engaging staff distributed free coffee at the base of the ski hills and guided skiers through the many features that the new 2011 Jetta had to offer. The public was made aware of the campaign message; “for the price of around two café lattes a day, you can own the all new 2011 Volkswagen”.