VW Asks Americans to Think Blue

Green, green, green... That obsessive color that has come to stand for the automotive industry in recent years is not much to the liking of German manufacturer Volkswagen. For the Germans, the new green is blue, the color that has designated in their back yard, for years, green mobility. Makes sense; or does it?

Even if it doesn't, Volkswagen launched in the US this week a campaign meant to teach Americans to drive and live green by thinking... blue. The campaign, titled Think Blue, is intended to become a pat on the shoulder or a proverbial kick in the you-know-what that would encourage “eco-friendly mobility and progressive ideas for responsible action in everyday life.”

The campaign will be visible throughout the US in print ads, online publicity and billboard actions. Since VW just partnered with the Museum of Modern Art (MoMA) in New York and the new VW plant in Chattanooga is about to be officially open (according to VW, the plant is one of the world's most eco-friendly auto factories), these two areas in the US will become the focal points of the campaign.

"Think Blue bears witness to our holistic understanding of sustainability," said Jonathan Browning, Volkswagen Group of America CEO. "On 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."