Saatchi & Saatchi
Role: Concept & Design
Volkswagen Beetle is a beloved car in Colombia; it is part of Colombian culture where it connects people with their young memories and happy moments. Colombians love it so much that still today there is a private race club just for Beetle owners.
Introduce the New Beetle 21tst Century to Colombians as the same intelligent, small, reliable friend but with a modern face and features.
How can we improve an icon that is already perfect? People often say that the old times were better. Musicians such as the Beatles were better singers, politicians such as JF Kennedy were more effective, even the Hippie cultural movement stood for a better cause.