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New Volkswagen Polo Photographs Own Outdoor Campaign

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DDB Brussels highlights car's safety features with an unusual photo shoot

New Volkswagen Polo Photographs Own Outdoor Campaign

For the launch of the new Volkswagen Polo, DDB Brussels pulled off a surprising stunt. For the first time, the pictures for the new outdoor campaign were not shot by a photographer, but by the car itself.

To highlight the efficiency of its pedestrian recognitionsystem, a standard feature on the new model, the Polo was equipped with acamera that was directly connected to this active security technology. As aresult, each time the Polo automatically braked for a pedestrian, the cameratook a picture of him crossing the road. The actual pictures taken arecurrently being used in posters on Belgian streets.

Volkswagen Polo Safety Shoot from DDB Brussels on Vimeo.

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 up-and-coming photographer Frederik Buyckx, who supervised the project, and then used for the new Polo’s outdoor campaign.

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Advertiser: Volkswagen

Brand: Polo

Technology Partner

Production: Fish Eye

Production Company

Production Company: The Breakfast Club

Print / OOH

Photographer: Frederik Buyckx & the new Polo

Creative Agency

Art Buyer: Brigitte Verduyckt

Strategic Planner: Philippe Gerin

TV Producer: Brigitte Verduyckt

Account Team: Sylvie De Couvreur, Quentin Maryns, Anneleen Vande Voorde

Creatives: Fred Zouag, Nicolas Gaspart,Jonathan d'Oultremont

Categories: Automotive, Cars

DDB EMEA, Thu, 09 Nov 2017 15:13:41 GMT