Volkswagen Canada has teamed up with Toronto-based advertising agency Red Urban to tell the story of Paul Loofs and his Volkswagen Beetle that’s been around the world a staggering three times since 1955.
Fifty-eight years after buying the car, Loofs’ Beetle is still on the roads with its remarkable story revealed in the documentary film and interactive website, ‘Once More, The Story of VIN 903847’. After stumbling upon archive footage of Loofs and his 1955 Beetle, Volkswagen Canada knew there was a story to tell and tracked down 82-year-old Loofs.
Along with Red Urban, the year-long project brought the story of VIN 903847 to life, with help from United Films’ Hubert Davis and Paul Jutras of Rooster Post, in a 30-minute long documentary. Volkswagen brand marketing manager, Lynne Piette, commented: “We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car.”
The film is just one part of the project as an interactive website uses the film as part of an immersive exploration of the Beetle’s 58-year (and counting) history. The sites interface combines the film with a map of the Beetle’s day-to-day travels, enabling viewers to explore Loofs’ journal entries, photographs, and other artifacts. The site can also be viewed organically using the map to access specific locations along the way.
“This car has an incredible tale to tell. Paul’s journals and photographs alone are so comprehensive and fascinating that we knew we had to do more than just the film to bring the whole story to life. And that’s what lead us to the concept of the interactive film for the website,” said Christina Yu, executive creative director, Red Urban. The documentary is airing on Bravo and Discovery Channel until the end of February.
