Cheerful orange supporters
The Dutch sports-fans are well known for being cheerful & loud, and wearing excessive orange outfits. In order to select the most cheerful Dutch supporters to encourage the Dutch Olympic team at the London 2012 Olympics, Volkswagen of The Netherlands introduces a special sound-driven edition of their compact model, the up!. In daily local competitions throughout the Netherlands, Dutch fans cheer their way to Olympic tickets by setting the fastest time on a 100-meter track.
The special edition of the Volkswagen up! is equipped with technology that incorporates a decibel recorder paired to an electronic accelerator pedal. That way, the sound from cheering is converted into motion, no gas pedal is needed. The louder the cheering, the faster the car moves. Obviously, the car has several extra safety-features. It has a speed limiter at 30 km/h and is equipped with a second pedal-set for the co-driver, which is always an official Volkswagen crewmember.
Volkswagen supports Dutch Olympic athletes
For more than 25 years, Volkswagen The Netherlands supports the Dutch Olympic team. All Dutch athletes are provided with (non-sound driven) up’s! since the introduction of the popular compact newbie of Volkswagen last winter. This year Volkswagen completes their suppliership with supporters.
IT-Development: B-Lex Enschede
Sound design: Big Orange
Television commercial: Comrad (Max Porcelijn)
Responsible at client: Menno van de Gronden, Jasper van de Bijl
The TV Commercial titled up! holland up! - commercial was done by Achtung! advertising agency for product: Volkswagen (brand: Volkswagen) in no country. It was released in the Jul 2012.