Volkswagen – Drive Bigger
The first “Drive Bigger” work out of Johannes Leonardo for VW wasn’t brand work – it was a sales event. The problem was, a “Summer Sales Event” doesn’t really vibe with a campaign that’s supposed to be about doing what’s good for the collective vs. the individual.
So instead, we made it about people who are known for being selfless during the summer – school teachers – by donating a million dollars to fund classroom projects across the country.
Role: Senior Writer with Mike Devine // Production by Bryan Barnes and Allison Lackey //
ECDs: Jan & Leo // Directed by Mark Molloy // Agency: Johannes Leonardo