We took the most visually iconic aspect of the product we were advertising and made it the visual design of our campaign.

Not at this time. The posters were in support of the official public reveal of the vehicle, roughly one year ahead of its official market introduction.

ID. Buzz is one of the most anticipated vehicle launches of all time. Already on the road in Europe, we need a big and bold way to signal to the American market that the electric reincarnation of the Volkswagen microbus is on its way to the US.

Our approach was to embrace the restraint and wit of the original 1960s VW bus advertising and give it a fresh coat of paint.

Literally.

Our two-tone design system matched the two-tone exterior paint of the vehicle. It was so iconic our ads were instantly identifiable even without words. In a market where nearly 80% of all the cars, trucks and SUVs are gray, white, silver and black, our outdoor campaign brought a much-needed pop of color to American roads.

Color wasn’t the only thing we brought to liven up the streets. Our playful headline writing brought smiles to the faces of commuters. So much so that we got people talking about advertising again with our contextual headlines along bus routes and clever use of wordplay and apostrophes.

Volkswagen wanted to introduce America to ID. Buzz, the electric reincarnation of its iconic microbus. We were tasked with supporting the vehicle’s public reveal in June 2023. The objective wasn’t to sell cars, but to set the tone, drive conversation, and fuel the hype that surrounded this vehicle.

Our idea was simple: the bus is back.

It’s back with a bright, colorful two-tone exterior — just like the original.

It’s back with an optimistic point of view — just like the original.

It’s back with a witty, playful voice — just like the original.

White on the top, with a bright pop of color on the bottom. The iconic two-tone exterior of the original Volkswagen bus was one of the consistent design elements brought forward in ID. Buzz, its electric reboot.

This formed the foundation of our campaign’s design system. The product was always placed to line up perfectly with the horizon line that split the layout precisely in the middle. Even when we used animation, the final frame always landed with that precision.

Whether they be static executions like “Missed the bus? Us too..”, or digital ones like “It’s back. Its front. Its side. Its back, again.” or “Glass half full.”, or even our more animated executions like “World meet color” or “Resurfaced” that pushed and pulled the design system in energetic movements, they all did one thing: introduced a much needed pop of optimism on American roads.

The campaign fueled the hype around ID. Buzz in the US ahead of its arrival to dealerships.

- Highest single day of sign-ups to date

- ID. Buzz searches increased +784%

- ID. Buzz site visits increased +932%

- Social mentions were +150% above the brand's daily average

The campaign created a positive halo for the brand that lifted other models.

- Awareness of VW’s electric portfolio increased significantly quarter over quarter and year over year

- Consideration in purchasing any VW improves after seeing ID. Buzz, even among lapsed VW owners