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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.



CREDITS:
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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Holden has unveiled its latest campaign, 'Holden Colorado, Not To Be Outdone'", to promote the hard-to-beat capabilities of its Colorado range.

Created by The Monkeys, part of Accenture Interactive, the integrated campaign puts the Holden Colorado through its paces, proving the truck is not to be outdone.

Directed by Hamish Rothwell of Goodoil Films, the brand film features a man and his Colorado take on a mountain goat in an epic race to the top of a mountain. In this battle of man versus beast, the driver and his vehicle challenge deep rivers, large boulders and steep-mountain climbs to outdo his goat nemesis.

The campaign will roll out across broadcast, out of home advertising, digital, radio, press and on Holden-owned social channels.

Says Ant Keogh, chief creative officer, The Monkeys Melbourne: "The ad's strength is that it's simple but unexpected. It's hugely entertaining while subtly showing off driving performance and ruggedness."

Says Natalie Davey, general manager, marketing and digital, Holden: "'Not To Be Outdone' is the perfect platform to showcase the capability of our Colorado range and the campaign brings this to life in a bold and memorable way, which we know will break through the advertising clutter in a fresh and confident way."

CREDITS
Client Holden Colorado
Titles “Not To Be Outdone”

Agency The Monkeys, Melbourne
Head of Production Romanca Jasinski
Chief Creative Officer Ant Keogh
Art Director Zenon Predecki
Writer Cody Naetzker
Group Content Director Lee Lowndes
Content DIrector Navin Arunasalam

Production Company Goodoil Films
Director Hamish Rothwell
Executive Producer Simon Thomas
Producer Andrew McLean
DOP Dariusz Wolski
Production Design John Allan
Editor Pete Sciberras @ ARC Edit
Post Production Alt. VFX
Sound Paul Le Couteur @ Nylon Studios
Music Level Two Music - A Tribe called Red. “Electric Pow Wow"

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