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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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‘Power has come a long way’, a digital film from BMW starring Aurora Straus with an all-women crew helmed by Director Rachel McDonald with Director of Photography Rachel Morrison - the cinematographer on the Oscar-winning Black Panther- launched on International Women’s Day. The spot from Serviceplan New York tells the story of Aurora Straus, a 20-year-old professional racecar driver, Harvard freshman and founder of ‘Girls With Drive’

The film marks the launch of Aurora Straus’s ‘Girls With Drive’ website. BMW is a proud supporter of Straus, who currently races in the 2019 Pirelli World Challenge season in a BMW M4 GT4. The new video covers Aurora’s initial deferral of Harvard in order to compete in motorsports.

Straus started ‘Girls With Drive’, a non-profit focused on helping girls and young women get involved in male-dominated industries (particularly politics, business, and STEM, which includes the automotive industry). Her main focus is a mentorship program that connects successful professional women with young women and girls who are interested in the business side of the automotive world. In addition to the mentorship program, she is developing a ‘school tour’ and an internship program.

CREDITS

Client: BMW of North America, LLC
Brand: BMW
Vice President of Marketing: Trudy Hardy
Head of Brand Strategy and Communication: Wolfgang Gross
National Marketing Manager: Lisa Judge
Senior EV Marketing Communications Specialist : Kirsten Zayas

Agency : Serviceplan New York
Executive Creative Director: Jay Benjamin
Managing Director, Serviceplan New York: Stefan Schutte
Senior Art Director: Dasha Erkina
Senior Copywriter: Nick Delisi
Executive Producer: Karen McKibben
Group Account Director: Suzanne Reeves-Lau

Director of Strategy: Nick Chapman
Managing Director: Nick Johnson

Production Company: Biscuit Filmworks
Director: Rachel McDonald
Director of Photography: Rachel Morrison
Line Producer: Maury Strong
Editorial: Rock Paper Scissors
Executive Producer: Eve Kornblum
Producer: Julianne Cort
Editor: Akiko Iwakawa-Grieve
Assistant Editor: Dan Berk
VFX PRODUCTION: The Mill
Original Music: Q Department
Sound Design: Stimmung
Executive Producer: Kristina Iwankiw
Producer: Nick Tuttle
Executive Producer: Heath Raymond
Producer: Lauren Orban
Production Coordinator: Alexie Kozol
Media Agency: UM Worldwide
Social Media Agency: Anchor Worldwide

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