Creative in association withGear Seven

How One VW Beetle Conquered the World

Production Company
Toronto, Canada
Red Urban uncovers amazing tale in documentary for VW Canada

Great stories often begin with an unlikely duo, setting out into the unknown, on what will become the adventure of a lifetime. For Paul Loofs, the story began in 1955 when he bought a Volkswagen Beetle and decided to drive it around the world: not once, but three times. And 58 years after its first trip around the world, Beetle #903847 is still on the road. The documentary film and interactive website, ‘Once More, The Story of VIN 903847’, follow the journey of the 1955 Beetle from past to present, in a remarkable story that has yet to end.  

After stumbling upon archival pictures featuring a man and his 1955 Beetle, Volkswagen Canada along with Toronto-based advertising agency Red Urban, knew they had a story to tell. Tracking down 82-year old Paul Loofs, the man in the picture, was just the beginning of a year-long project to bring the story of VIN 903847 to life. Working closely with Academy-Nominated director Hubert Davis, of Untitled Films, and Paul Jutras, of Rooster Post, Red Urban created the thirty-minute documentary ‘Once More, The Story of VIN 903847’, which premiered on Discovery Channel and Bravo in January.  “We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the truly remarkable stories that so many of our owners have. It is not so much about a single car, although this Beetle is remarkable, it is more about how one car connects so many different people and their experiences, proving itself as The People’s Car,” says Volkswagen Brand Marketing manager, Lynne Piette.

But the film is only part of the experience. The interactive site at, uses the film as a backbone to an immersive exploration of the Beetle’s 58 year (and counting) history. The unique interface of the site combines the film with a map of the Beetle’s day-to-day travels, enabling viewers to explore Paul’s journal entries, photographs, and other artifacts as they correlate to the story. Alternatively, the site can be explored organically, using the map to access specific locations on the Beetle’s journey. Together, the documentary and the website provide a unique interactive experience, allowing viewers to fully immerse themselves in the story of ‘Once More’.

The importance of the immersive experience is underscored by Christina Yu, Executive Creative Director of Red Urban, “This car has an incredible tale to tell. Paul’s journals and photographs alone are so comprehensive and fascinating that we knew we had to do more than just the film to bring the whole story to life. And that’s what lead us to the concept of the interactive film for the website.”

The documentary is airing on Bravo and Discovery Channel until the end of February. Showtimes are:


Saturday February 22nd at 1PM


Sunday February 16th at 8:30AM

Sunday February 23rd at 6:30AM

Friday February 27th at 6:30PM

See the site at


Title: "Once More. The Story of VIN 903847."

Client: Volkswagen

Director, Marketing at Volkswagen Canada: Peter Blackwell

Manager, Brand Marketing at Volkswagen Canada: Lynne Piette

Manager, Digital Marketing at Volkswagen Canada: Kayan Ng

Agency: Red Urban

Creative Director: Christina Yu

Art Director: Liam Johnstone

Writer: Sarah DiDomenico, Matt Syberg-Olsen

Integrated Producer: Terri Vegso

Account Executive: Dianne Kim

Creative Resources Manager: Mary-Claire Barlow

Production Company: Untitled Films

Director: Hubert Davis

Producer: Tom Evelyn

Executive Producer: Lexy Kavluk

DP: John Minh Tran, Chris Romeike

Post Production: Rooster Post

Editor: Paul Jutras

Assistant Editor: Jesse Unruh

Executive Producer: Melissa Kahn

Transfer: Alter Ego 

Colourist: Trisha Hagoriles

Online: Fort York

Flame Artist: Ernie Mordak

Assistant Flame Artist: Jason Pereira

Audio: Imprint Music, Toronto

Director: Fraser MacDougal

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