Project: VW x Disney at the IAA 2023 – Superheroes on Four Wheels
At the 2023 International Motor Show in Munich, we were able to become part of a special cooperation between Volkswagen and Disney . On the occasion of the theatrical release of the film “Miraculous: Ladybug & Cat Noir – The Movie”, VW presented a real eye-catcher on the open-air grounds: the Ladybug E-Beetle, a VW Beetle in the look of the superheroine that has been redesigned in great detail.
Walkact concept & cosplay staging
In close coordination with the Volkswagen team, we developed a suitable walkact that brought the world of Miraculous to the IAA. With great attention to detail, we slipped into the roles of Ladybug and Chat Noir, with high-quality costumes, a convincing appearance and a feeling for the fans – from little superheroes to enthusiastic adults.
Family-friendly trade fair experience
At the VW booth, visitors were able to take Polaroid photos with us and take home a unique memento. The stylish Ladybug E-Beetle was of course the perfect backdrop for a quick selfie or a family photo. For the younger guests, the experience was continued: In the adjacent mini-cinema , the trailer for the film was shown exclusively, accompanied by fresh popcorn in proper style. In addition, the children could have their face painted as ladybugs or cats to match the theme.
Conclusion: Emotional brand staging at your fingertips
This activation charmingly combined entertainment, storytelling and live communication and created an unforgettable trade fair experience for young and old. Through the integration of the well-known characters, the connection between mobility, film culture and family experience was conveyed in a playful and sympathetic way – in keeping with the VW and Disney brands.
