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

This VW Bus OOH Campaign has Platinum Best of Show OBIE Written All Over It

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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.”Volkswagen Bus billboard 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.Volkswagen Bus billboard

CREDITS: Buzz Reveal Production
CAMPAIGN Buzz Reveal
Client: Volkswagen
CLIENT Volkswagen Group of America, Herndon, VA, USA
President and CEO Pablo Di Si
EVP, Sales & Marketing Andrew Savvas
SVP, Customer Experience & Marketing Rachael Zaluzec
Director, Brand and Retail Content Jennifer Clayton
Manager, Brand Content Chanel Barresi
Senior Specialist, Brand Content Ladan Rafei
Specialist, Brand Content Emma Stuart
AGENCY Johannes Leonardo, New York City, USA
Co-Founder & Co-Creative Chairman Jan Jacobs
Co-Founder & Co-Creative Chairman Leo Premutico
Executive Creative Director Jonathan Santana
Associate Creative Director Mikayla Lapierre
Associate Creative Director Julian Cohen
Jr Copywriter Stephen McDaniel
Jr Art Director Katie Quinn
Design Director Charles Watlington
Senior Project Manager Alexis Palew
Head of Production Tasha Cronin
Group Executive Producer Rebecca O’Neill
Senior Producer Rose Mahan
Senior Producer Frannie Schultz
Director, Business Affairs Alesa Blanchard-Nelson
Sr Business Affairs Manager Denise Klapp
Head of Account Management Sam McCallum
Senior Account Director Mal Gretz
Account Supervisor Alexa Iliou
Account Manager Devon Houston
Chief Strategy Officer Steve Zaroff
Group Strategy Director Mary Bakarich
Strategy Director Adam Van Dyke
Strategy Director Kat Logan
Communications Strategy Director Cooper Lemon
Junior Strategist Mariah Sanchez
Product Information Specialist Ryan Callahan
Creative + Technology Preymaker
Makers: Angus Kneale
Makers: Verity Grantham
Makers: Melanie Wickham
Makers: Clairellen Wallin
Makers: Mike Pullan
Makers: Michelle Cevallos
Makers: Robert Petrie
Makers: Julian Fitzpatrick
Makers: Tobey Lindback
Makers: Ben Weaver
Makers: Alec Vacura
Makers: Bradley Stilwell
Makers: Chad Webber
Makers: Grace Hwang
Makers: Herculano Fernandes
Makers: John Haley
Makers: Jonny Bursnell
Makers: Paris Hall
Makers: Paul Kim
Makers: Pieter Uitenweerde
Makers: Samantha Woods
Makers: Sohee Sohn
Makers: Bridgette Doran
Makers: Brandon Phillis
Makers: Christian Reyes
Makers: Paul Cardon
Mechanical Studio BluEdge
Director Joe Savattieri
Producer Jackie Marco
Producer Tony Cardinale
Artist Tom Stachula
Artist Matt Lager
Artist Bryan Martinez


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