Roobadge.

Australia is vast, and as roads stretch further across the country, drivers encounter more wildlife - this is leading to a rising number of collisions each year. Around 90% involve kangaroos. In fact, in many rural areas, people avoid driving at dawn and dusk altogether. To address this, Volkswagen created RooBadge — a world-first innovation that transforms the iconic VW badge into a smart audio shield. Paired with an in-car app, it uses GPS and kangaroo distribution data to trigger custom deterrent sounds, blending predator calls, bird cries, warning thumps, and artificial signals. As vehicles enter hotspots, RooBadge projects a focused ultrasound beam, inaudible to humans but effective for kangaroos, guiding them safely off the road and reducing the risk for both wildlife and drivers.

The Roobadge project went on to win a number of awards at local and international shows including three Cannes Lions (1 silver, 2 bronze) as well as Gold at AWARD awards.