To launch the new Beetle Cabriolet, Volkswagen created As Sun As Possible — a campaign that captured freedom, adventure, and the spirit of summer. Six international personalities were turned into influencers before influencers even existed, as they embarked on a road trip across Hawaii.

Their journey unfolded in real time through videos, blogs, podcasts, and photos shared on Facebook, Twitter, YouTube, Vice, and Instagram.

More than a product launch, it became a cultural story — positioning the Beetle Cabriolet as a true icon of carefree living under the sun.