KSP: Expanding the road to greater sustainability

The foundation stone for the Road to Blue was laid around a month ago. The road from the TV commercial (see below), which already has over 150,000 views on YouTube, is now being expanded for the first time. In a logical continuation, the visuals that emerge from the road markings in the film will be brought to the streets of Switzerland.

The first in a series of guerrilla graffiti was placed on Rosengartenstrasse on January 20. One of the busiest streets in Zurich. With over 56,000 vehicles per day, the emissions are visible in the form of deposits on the walls of the buildings. This makes the façades the perfect medium for the Road to Blue visuals, which create a strong contrast with their clear visual language. Sprayed on with environmentally friendly and washable chalk spray.

So far, the route has led through the campaign website, various online and social media platforms as well as showrooms and events. And soon through 20 commuter towns throughout Switzerland. To be continued.

Responsible at Amag Switzerland: Oliver Stegmann (Head of Brand VW PW, Director); Sandra Grau (Head of Marketing VW PW, authorized signatory); Nathalie Mösch (Head of Marketing Communications VW PW, authorized representative); Sina Neuhaus (Advertising Specialist VW PW). Responsible at KSP: Sascha Borsai, Benny Goldstein (creative direction); Kevin Zysset (art direction); Florian Kech, Lea Baldinger (graphics); Fabrizio Bonifazi (text); Roman Tanner (DTP); Rémy Müller (consulting management) Franziska Saxer, Nina Stebler (consulting). Sivex (implementation).