The Special Edition 2017 #PinkBeetle was inspired by Volkswagen fans who were painting their beloved Beetles bright pink — and sharing via social with the hashtag #PinkBeetle.

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The colorful campaign, launched exclusively on Volkswagen US social channels, encourages all of us to “live a little brighter.” The piece shows a growing rally — with each participant dressed head-to-toe in bright pink — spreading joy as they run through the streets of a bland metropolis. Real bystanders’ reactions are captured as the celebration builds into a diverse collection of hundreds of revelers. Leading the way is the Special Edition #PinkBeetle.

ISL filmed the spot over the course of 3 days, in 4 locations with a crew of over 40 people and cast of 200 actors.

Check out some fun behind-the-scenes pictures & gifs of the cast, crew, and client at work!

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