Yes, I've seen all Rocky movies and the inspiration for this event came from there. Volkswagen was losing market and something needed to be done. They wanted to make a convention with all the partners (vendors and dealers) so they could help to turn the game and start winning again.
I lead all the design and art direction of the materials produced and the outcome was amazing. From a simple logotype to a complex 360-arena that looked alike a fight arena.
Besides organising one of the greatest conventions for Volkwagen we also had a faire going on to bring dealers and vendors even closer. During the 2 days they reached about $ 5 million (~R$ 16mi) in negotiations.