Volkswagen takes 120,000 passengers on a Flower Power Tour in new campaign via DDB Aotearoa

Volkswagen’s highly anticipated ID. Buzz is bringing the spirit and personality of the iconic Kombi into the electric era. To celebrate the launch, DDB Aotearoa and Volkswagen are hitting the road with a Flower Powered Pollination Tour. In a campaign that reimagines the Kombi for a new generation, and gives 120,000 bees a free ride, the ID. Buzz embarks on a road trip like no other.

What started as a factory fresh VW ID. Buzz Cargo van has been transformed by a team of beekeepers and fabricators into what they believe is the world’s first mobile hive, within a fully climate controlled ‘beecosystem’.

Carrying two active colonies of honeybees, Polly the Pollinator is travelling from Auckland to Wellington, following the Honey Flow from north to south. Partaking in the vital annual pollination that is responsible for everything from our daily flat white to strawberries, sorbets, pickles, plumsand almost every other facet of the ecosystem.

When Polly reaches a new location, two colour coded doorways on the side of the van open, allowing bees to come and go via a short tunnel. Inside conditions are controlled through the standard infotainment system and monitored though the custom built ‘Hive Mind’ that monitors temperature, light and air quality inside the hives.

Worker bees collect nectar by day and sleep in the hive by night. This means once the bees are at home and in bed, Polly can move silently with zero fumes to the next location, up to 382 km without charge. In the morning the bees can explore and map their new environment, pollinating new areas and creating a diversely blended honey that has never been made before.

Led by local beekeeper James Green of Hidden Honey, the tour includes stops at farmers’ markets with wildflower seed giveaways, and educational moments that highlight how small actions — like planting bee-friendly blooms — can make a big impact for the bees and our planet.

Says Chanelle McDonald, General Manager Volkswagen, Volkswagon NZ: “Polly is more than a van — she’s a symbol of movement, transformation, and purpose. We’re proud to showcase the ID. Buzz’s incredible customisation in a way that’s playful, unexpected, and deeply Kiwi. If Polly can take 120,000 bees on a flower powered road trip, what could your business do with a Volkswagon ID. Buzz?”

Says Rory McKechnie, Executive Creative Director at DDB Aotearoa: “This is a modern birds-and-bees tale. Polly is a long-range love bus that connects electric mobility with ecological impact — and she’s buzzing with personality.”

The campaign blends real-world activation, social content, community engagement, OOH and radio is already generating buzz. With every stop, Polly aims to remind Kiwis that even the tiniest wings can create a ripple of change.

Client: Volkswagen NZ
Chanelle McDonald – General Manager Volkswagen
Helena Schultz – Head of Marketing Volkswagen
Kirsty Judd – Marketing Manager Commercial Vehicles Volkswagen
Creative Agency: DDB Group Aotearoa
Media Agency: FCB