Volkswagen Design & Branding ART HEIST by Red Urban


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Industry Cars
Media Design & Branding
Market Canada
Agency Red Urban
Director Hubert Davis
Creative Director Christina Yu
Art Director Joel Pylypiw
Account Supervisor Sonia Ruckemann
Released October 2011

Credits & Description

Category: Design Photography
Advertiser: VOLKSWAGEN
Product/Service: 2012 JETTA GLI
Creative Director: Christina Yu (Red Urban)
Writer: Dave Barber (Red Urban)
Art Director: Joel Pylypiw (Red Urban)
Agency Producer: Andrea Hull (Red Urban)
Director: Hubert Davis (Untitled Films)
Production Company: Untitled Films (Untitled Films)
Account Supervisor: Sonia Ruckemann (Red Urban)
Account Coordinator: Lance Kowlessar (Red Urban)
Media placement: Wild Postings - National Urban Locations - 12 September 2011
Media placement: Guerilla Advertising - National Urban Locations - 20 October 2011
Media placement: Social Media - Facebook And Twitter - 20 October 2011

Describe the brief from the client
Volkswagen was launching the 2012 Jetta GLI, the top-of-the-line version of the popular Jetta model. The challenge was that many Canadians considered the Jetta to be simply an affordable car.

Describe the challenges and key objectives
With the launch of the GLI however, Volkswagen had the opportunity to highlight the class-leading performance characteristics of the model. If we could convince our younger, performance vehicle enthusiast target that the 200-horsepower GLI was worth their attention, we would also provide a much-needed halo effect for the entire brand, driving Jetta sales amongst the general car-buying public.

Describe how you arrived at the final design
We set out to prove that the performance of Jetta GLI was so remarkable that it elevates driving to an art form. So we used the GLI to create art so stunning that our target would want to steal them.

First, we shot a launch commercial for the Jetta GLI using a custom camera rig that captured both motion picture and long-exposure stills. Using those stills, we produced a series of limited edition light paintings, which were hand-numbered and framed. Finally, we hung the frames on poster hoardings across Canada that we’d transformed into pop-up 'Performance Art' galleries.

Give some indication of how successful the outcome was in the market
The frames disappeared from the galleries quickly, but didn’t vanish forever. Messages on the stolen artwork had successful thieves sharing their steals on Volkswagen Canada’s Facebook page. And fans shared gallery locations online so that they could be there when replacements were hung.

The campaign contributed to over 1m earned Facebook impressions and nearly 2m earned Twitter impressions. It was the most successful Jetta GLI launch in Canadian history: A record 240% increase in sales.