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By Amy Houston, Senior Reporter

June 6, 2023 | 2 min read

The campaign reveals the brand’s first fully electric van, which will be available to purchase in the US next year.

The Volkswagen Bus, with its two-tone paintwork, became a symbol of hippy and surf culture in the 60s and remains an icon to this day. Now, these retro-looking vans are set for an eco-friendly return, with the all-electric ID Buzz due to be released in North America next year.

To push this new era of the beloved vehicle, VW enlisted creative agency Johannes Leonardo to develop a huge outdoor media campaign that lets people see the bus from all angles.

“Our goal was to make the campaign as simple and iconic as the original bus,” said Jonathan Santana, executive creative director of Johannes Leonardo. “Centered on its classic two-tone paint job, accompanied with smart witty headlines in true VW style, we reacquaint America to this original spirit, now gone electric.”

Cleverly, the out-of-home ads are strategically placed on popular bus routes around LA and New York.

Credits

Agency: Johannes Leonardo

Executive creative director: Jonathan Santana

Assistant creative directors: Mikayla Lapierre, Julian Cohen

Creatives: Stephen McDaniel, Katie Quinn

Design director: Charles Watlington

Production and post-production: Preymaker

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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