Volkswagen has released a new Golf campaign, via DDB Sydney, that takes us back to our childhood dreams of what we imagined the future might look like.
The new Australian campaign centres around the global Volkswagen framework ‘We make the future real’, celebrating the brand’s innovative and industry-leading technology.
“Golf is the iconic small hatch and continues to set the standard for innovation and first to market technologies,” Ben Wilks, general manager of marketing Volkswagen, said.
“The Golf 7.5 brings Gesture Control, Driver Personalisation, a new level of advanced safety and a more powerful entry level 110TSI engine. Our resolve to make the future real is made tangible by this, the world’s best small car,” he said.
The campaign’s TVC, produced with Goodoil Films and Director JH Beetge, is an 80’s throwback with a futuristic vibe.
“When we were young, we dreamed of what the future would look like. Virtual reality, cars that flew, all of that. We took that idea to the new Golf campaign, looking at the ‘making the future real’ concept through the lense of a child and featuring the 80’s gaming and futuristic icons we all grew up with,” Jade Manning, DDB creative partner said.
“We can all relate to being a kid and being fascinated with futuristic things, and what’s really cool is that for this kid his dreams do come true in adulthood with his Golf,” he said.
The TVC goes hand in hand with a virtual reality (VR) 360 degree film that will be featured on social media platforms and in selected dealerships. VR has only been integrated with TV in this way on a few occasions in Australia, complementing the campaign by allowing the user to step inside the creative.
“This campaign is a brilliant and unique combination of the digital and TV worlds. The 360 is an extension of the TVC, in which the hero character takes us on a tour inside of the Golf,” DDB creative partner Vincent Osmond said.
“It’s a trip back in time, showing not only all of the car’s great new features but also the boy’s bedroom and the ever-changing environment around him, making it far more engaging than a regular 360 film, and really tangible for the public,” he said.
The 360 video was a collaborative effort with creative studio Alt.vfx
“Inspired by the themes of the TVC, we took our collaboration with DDB to new heights with this VR experience, presenting the new Golf’s key features as collectable items in a futuristic VR game,” Alt’s Creative Lead Tyrone Estephan, said.
“Being an 80s kid, it was a real blast to be able to express ourselves within this aesthetic and also bring our own unique bent to it,” he said.
“We took a scan of the bedroom on set using photogrammetry, and I started the time- consuming task of hand painting each pixel over the scene. That’s how it was done when I started my career building 8bit computer games,” Alt’s VR supervisor Raymond Leung, said.
“It’s actually been a really cathartic experience, and totally the legitimate way to go retro- futuristic,” he said.
The campaign will run across all digital, social, outdoor and TV for three months.
Chief Creative Officer – Ben Welsh
Creative Partners – Vincent Osmond and Jade Manning Art Director – Trong Ronakiat
Copywriter – Shane Geffen
Managing Director – Nicole Taylor
Managing Partner – Mandy Whatson
Business Director – Lisa Little-Cain
Business Executive – Catherine Cumming
Head of TV Integrated content – Sevda Cemo
Senior Producer – Tash Johnson
Planning Partner – Graham Sweet
General Manager Marketing – Ben Wilks
Marketing Communications Manager – Rowena Kanna Brand Communications Manager – Julia Reimnitz
Production house – Goodoil Films Director – JH Beetge
Executive Producer- Sam Long Producer – Chana McLallen
Editor – The Editors/David Whittaker Colorist – Billy Wychegel
VFX – Alt VFX – TVC & 360
Producer – Tyron Estephan
Animation – New Holland – Animation Creative/Sound Engineer – Sonar Sound Producer – Anwyn Watkins
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]