OOH to Lead the Rebirth of One of the Most Iconic Cars in American History, The Original VW Bus

Johannes Leonardo x Volkswagen 

A new OOH campaign from VW in partnership with Johannes Leonardo for the most anticipated,
iconic electric vehicle to launch in America

When you think of iconic vehicles, the Volkswagen Bus is one of the first on the list. Its unique look stands the test of time and is one of the most culturally relevant automobiles there is. Inspired by the original VW Bus, the global car manufacturer is set to reveal its 21st-century, fully electric remodel, the ID. Buzz, in the American market on June 2nd. It will be available for purchase in 2024.

With the VW Bus inspiration, the ID. Buzz reboot has been modernized as an electronic vehicle (and includes air conditioning this time around), and its three-row longer wheelbase is designed to better cater to the American demographic. The VW ID. Buzz Reveal is being executed by VW at an event in Huntington Beach, CA on June 2nd. The day will be split into two parts, one for press and one for consumers (including VW Bus enthusiasts).

To further support this momentous event in VW history, the VW marketing team will debut a paid media campaign to extend beyond the event itself. As an iconic nod to VW’s past and a statement on its vision for an EV future, the intent of the campaign is to elevate the moment beyond just the vehicle and make it a bigger VW brand moment. It’s not just another car reveal, but the rebirth of one of the most iconic cars in American history, the original VW bus.

“We’re thrilled to have a hand in introducing an automotive icon, one that honors the importance of the rebirth of one America’s most beloved and iconic vehicles.” said Jonathan Santana, Executive Creative Director of Johannes Leonardo. “Our goal was to make the campaign as simple and iconic as the original bus. 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.”

As one of the most beloved vehicles in automotive history, the creative focuses on what is simple, ownable, and iconic about its reincarnation – its two tone paint job. The campaign was teased out to the public on Monday, May 29th, featuring digital OOH that shows just two tone colors (no car) to create intrigue and excitement of what’s to come. On Friday, June 2nd, in line with the ID. Buzz Reveal in Huntington Beach, the OOH focused campaign will formally go live, replacing the tease OOH and including additional print placements.

“This reveal is one of the most iconic moments in VW history in the US”, said Rachael Zaluzec,  SVP Customer Experience & Brand Marketing at Volkswagen of America. “There is literally no other vehicle like this one on the road today, and we can’t wait to see drivers experience the ID Buzz, reimagined for the electric future.” The creative work will take over key bus routes (playing off the contextual relevance of the original “Bus”) and many other placements across LA and NYC. This work announces that the VW bus is back, and celebrates the optimism, color and happiness that brings into the world.

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