VW ID. Buzz Drive

ALL EYES WERE ON THE G&R TEAM TO CREATE AN EXPERIENCE MATCHING THE ENERGY OF AN ICON’S HIGHLY ANTICIPATED COMEBACK.

We knew any VW van — including the ID. Buzz — is deeply rooted in counterculture heritage and had to be launched in San Francisco.

To recreate the historic image of classic VW vans on Lombard Street, the Gail & Rice team worked with multiple authorities to permit the famed curves for three consecutive days. Each launch wave of 30 vehicles kicked off with media driving down Lombard in a colorful convoy — content that quickly went viral on TikTok and Instagram.

Each day, crowds gathered to watch the emotional spectacle — even a school bus stopped to take it in one afternoon.

Media then took the Buzz across the Golden Gate Bridge for a breathtaking journey up Highway 1 to the picturesque Nick’s Cove, showcasing the ID. Buzz’s effortless command of California’s dramatic coastal vistas. Gail & Rice takes great pride in matching the vibe of a vehicle to its location — and this was a pairing beyond words.

Embracing the bus’s free-spirited legacy, we partnered with the iconic tie-dye shop Love on Haight, immersing attendees in a hands-on creative session where media crafted vibrant tie-dye shirts — the perfect personal souvenir of a nostalgic yet forward-looking launch.