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New Volkswagen Polo Photographs its Own Outdoor Campaign

For the launch of the new Volkswagen Polo, DDB Brussels imagined an original and surprising stunt. To highlight the efficiency of its pedestrian recognition system, a standard feature on the new model, the Polo was equipped with a camera that was directly connected to this active security technology. As a result, each time the Polo automatically braked for a pedestrian, the camera took a picture of him crossing the road. The actual pictures taken are currently being used in posters on our streets.

In September, Volkswagen launched the new Polo. The compact member of the Volkswagen family now comes equipped with Front Assist pedestrian recognition as standard equipment. To highlight this technology, DDB Brussels imagined an original stunt. For the first time, the pictures for the new outdoor campaign were not shot by a photographer, but by the car itself.

The cross-media production company Fish Eye did the required engineering for this ingenious concept. A smart webcam detected the visual signals on the car’s dashboard, when the security system was activated, immediately setting off a camera that was fixed to the car’s bonnet. After a test phase, the Polo started collecting pictures from the pedestrians. Three pictures were selected by the young and promising photographer Frederik Buyckx, who supervised the project, and then used for the new Polo’s outdoor campaign.

Client: Volkswagen
Contact clients: Filip Vanrietvelde ; Frédéric Lequeu
Agency: DDB Brussels

Creative Director: Peter Ampe
Creation : Fred Zouag - Nicolas Gaspart – Jonathan d'Oultremont
Strategic planner: Philippe Gerin
Account Team: Sylvie De Couvreur, Quentin Maryns, Anneleen Vande voorde
Art Buyer & TV producer: Brigitte Verduyckt
Photographer: Frederik Buyckx & the new Polo

Production House : The Breakfast Club
Technical production : Fish Eye
DTP: Benjamin Hiffe

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Building on Mazda’s Drive Together campaign, this is a celebration of those memorable roadtrips shared with family and friends.

We see lovely little moments that we all recall from days out in the car. Whether it’s everyone singing along to the family favourites or seeing the kids drawing on the misty windows, these idents are dedicated to the delight found in everyone coming together. All set against a stunning backdrop in the Scottish countryside.

Claire Andrews, Marketing Director, Mazda UK said: The 9pm film every night on Film4 is a place for family, friends and loved-ones to spend time together watching a great movie. We all know that feeling. Our films beautifully highlight a similar feeling of togetherness in the iconic Mazda MX-5 and the award-winning Mazda CX-5.

Tim Ashton, ECD at Antidote said: Open roads, epic landscapes and telling, touching moments of togetherness create a truly wonderful driving experience. Something we can all relate to and that we all remember fondly. Through Tom Barbor-Might’s cinematic direction and a central thought of ‘Together is a wonderful place to be’, Mazda and Film4 are presented as perfect partners.

Two sets of idents, totalling 20 different executions, have been made for the flagship 9pm film on Film4 with the Mazda CX-5 and Mazda MX-5 RF as heroes. There are also three 20-second edits which will run as part of a digital pre-roll campaign on ALL4, Channel 4’s video-on-demand service.

Brand Mazda Motors UK
Marketing Director Claire Andrews
Marketing Communications Manager Kim Crawford
Social Media & Content Manager Heather McKim

Creative Agency Antidote
Executive Creative Director Tim Ashton
Creative Toby Derham
Strategy Director Chris Ridd

Client Services Director Mike Grumbridge
Account Manager Gemma Blake
Agency Producer Emma Smalley

Media Agency Mindshare
Director Tom Barbor-Might

Production Co Carnage
Producer Neil Edson
Post Production Coffee & TV
Sound Design SNK

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