Cannes Lions
Rainbow Bug
DDB CANADA, Toronto / VOLKSWAGEN / 2019
Overview
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Credits
Overview
Background
Create a piece of communication to celebrate Pride Month in Canada.
Idea
To celebrate pride month we used the iconic rainbow to recreate the iconic VW Beetle Love Bug.
Execution
The ‘Love Bug’ has a unique and iconic shape. We used the equally iconic rainbow to recreate the ‘Love Bug’ as a way to signal our love for the LGBTQ community. Two small rainbows make the shape of the wheel wells, while a larger rainbow is used to represent the body of the ‘Love Bug’.
Outcome
The work was made for the Canadian market and subsequently picked up globally. VW earned praise from the local community.
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