Unintroducing the Volkswagen Bus
Volkswagen Brazil is running a print and online advertising campaign promoting the discontinuation of the Volkswagen Bus. The last Volkswagen Bus (Kombi) in the world will be manufactured in Brazil next December. Visitors to the site, vw.com.br/kombi can send in their texts, photos or videos sharing their experiences in the Kombi. A print ad shows a white Volkswagen Bus leaving in an infinite background, with the title “There goes the Volkswagen Bus. Soon, in no dealership near you.”
Last Edition Special Series
The microsite, in Portuguese and English, provides information on the the Volkswagen Bus Last Edition special series. 1,200 units feature exclusive items such as a “skirt & blouse” type painting, luxury internal finish and design elements connected with the numerous versions of the vehicle manufactured in Brazil since 1957. The units are numbered and have an identification plate.
The Volkswagen Bus History
The Volkswagen Bus concept was developed by Dutch businessman Ben Pon Sr in the 1940s The name Kombi is an abbreviation adopted in Brazil for the German term Kombinationsfahrzeug, which in English means “combined vehicle” or “combination of the space for cargo and leisure”. In Germany the model received the name VW Bus T1 (Transporter Number 1). Besides the version with the rear windows with glass or closed, Volkswagen Bus was also manufactured as a pick-up, with a single or twin-cab. The Volkswagen Bus has been used as an ambulance, police car, Fire Department vehicle, for leisure, a traveling office, a traveling library, hearse, diner and even TV and radio journalism car.
The Volkswagen Bus campaign was developed at AlmapBBDO, Sao Paulo, by general creative director Luiz Sanches, creative directors André Kassu and Marcos Medeiros, digital creative directors Luciana Haguiara, Sandro Rosa, art director Benjamin Yung Jr, Marcelo Tolentino, copywriter Marcelo Nogueira, Marcelo Pignatari, photographer Fabio Bataglia, art buyers Teresa Setti, Ana Cecilia da Costa, graphic producer José Roberto Bezerra, information architecture team Vanessa Marques and Luis Felipe Fernandes, operations director Victor Groba, project manager Denise Aya Kotsubo, digital production director Fernando Boniotti, producer Danubia Fujita, production company Inkuba, account executives Gustavo Burnier, Filipe Bartholomeu, José Fernando Lopes, Ana Beatriz Moreira Porto, Aline Macedo, Fernanda Portugal, planners Cintia Gonçalves, Sergio Katz, Marcus Freitas, Denis Carvalho, Tatiana Weiss, Rodrigo Friggi, media team Brian Crotty, Kauê Lara Cury, Fabio Urbanas, Daniele Valle, Katia Piccardi, Stefano Justo, working with Volkswagen marketing team Marcelo Olival, Carlos Leite, Ana Cristina Mota and Camila Canais.