DDB has rolled out its latest campaign to help Volkswagen say goodbye to its iconic Beetle after 80 years.
The car has been discontinued off the line for the company after the first one was created in 1938. A sad day for the likes of Herbie fans, the farewell campaign, The Last Beetle, has been created by DDB.
Around New Zealand, the iconic silhouette has been seen, or not seen, in different OOH, social and digital media. With the empty placing of the outline of the car a powerful way to show a goodbye.
Rory McKechnie, creative director at DDB NZ, says they felt a responsibility to make something special to say goodbye to such a well-known and much-loved vehicle.
“The Beetle has been the focal point of so many great pieces of work over the years which have become almost as famous as the product itself. It was important to us that we celebrate both the car and the creativity that has surrounded it for so many years,” says Rory. “For anybody working in the DDB network, it also holds a special mystique. Not only have we shared a long and storied partnership, the year Volkswagen arrived in America is the same year Doyle, Dane and Bernbach set up shop.”
Volkswagen New Zealand marketing manager, Sara Pastor Ruprichova, says that they’re sad to see the Beetle go but ready for the next chapter of innovation for Volkswagen.
“We’ve had a great run with the Beetle, but all good things must come to an end. I think this campaign perfectly acknowledges our ability to create ground-breaking products that maintain their relevance and power through time,” says Pastor. “It’s been amazing to once again partner with DDB to give this icon the send-off it deserves.”