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VW goes green with 'Think Blue' ads

Volkswagen is rolling out its ‘Think Blue’ initiative in the US, to encourage eco-friendly mobility.

‘Think Blue’ aims to make efficient and sustainable mobility available to everyone, with the development of eco-friendly products, technologies and resource efficient production processes.

The US launch coincides with Volkswagen’s partnership with the Museum of Modern Art (MoMA) in New York and the opening of the new Volkswagen plant in Tennessee, known as one of the world’s “greenest” automobile factories. The campaign will initially launch in New York with print ads, online elements and outdoor executions, before it rolls out nationally.

“‘Think Blue’ bears witness to our holistic understanding of sustainability,” said Jonathan Browning, president and chief executive, Volkswagen Group of America. “One the one hand, the new Volkswagen plant in Chattanooga demonstrates just how eco-friendly and resource saving automobile production can be today. And on the other, we are seeking to intensify our dialog with art and society on key issues of the future through our cooperation with MoMA.”

‘Think Blue’ goes back to Volkswagen’s ‘Think Small’ slogan of the 1960s, which drew attention to how the Volkswagen Beetle contributed to democratising mobility.

Jenni Baker, London