Oliver Payne

Creative Direction | Idea Generation | Art Direction

Challenge
Take the German TV commercial (above) and develop a suite of digital communications to run in parallel. The route relies on communicating the thought that the new Passat consists of ideas that make a real difference. Lots of them. Like Lane Assist, Active Chassis Control, and Fatigue Detection. Except none of them is unique to either the model or the competition. And none are strong enough to carry a campaign alone.

Solution
We collapsed the linear narrative of ‘lighbulbs’ motif describing the shape of the new Passat into a 3 dimensional space that used bulbs to indicate the areas of benefit from eight of the Passat’s features. The features are displayed in these ways:
1. Users scroll
2. Linear animation
3. Tweets of driving problems that the car solves

“…currently passat is getting more traffic than golf, polo and tiguan put together… the % increase in traffic… is more than double the increase seen during the Golf and Polo campaigns…”
18/01/11 Gordon Fisher, Account Director, Tribal DDB

Carspin [click to open in new window]: On Sites with big spaces we developed this 3D spin-round of the new Passat with user control.

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Twitterfall [click to open in new window]: Real (but sourced and saved earlier) tweets describing driving problems played into the 3D space to which the new Passat responds with a solution in the form of one of its features.

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MPU Spin [click to open in new window]: Standard ad with a spin of all the features in the new Passat.

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MPU Start/Stop technology [click to open in new window]: Standard ad with a spin of one of the features in the new Passat. In this case, Stop/Start technology.

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Carspin on What Car?

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Twitterfall on Sky