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When creative agency Johannes Leonardo took over the creative ad reins for Volkswagen in the U.S. in 2019, the automaker was a brand in crisis. The agency had to adopt a fairly serious tone to deal with the fallout from VW’s emissions scandal, and the efforts worked, shifting the public image of the company to one of forward-thinking engineering in its electric efforts and one of nostalgia as it said goodbye to its iconic Beetle brand.
The “Drive Something Bigger Than Yourself,” or “Drive Bigger” in shorthand, suggested that VW was having a moment in its movement to become a different type of automaker, one that cared not only for the environment with a move to be the biggest player in electric mobility by 2025, but also for the people driving, who are doing something not just for themselves but for the planet and others.
Johannes
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