VOLKSWAGEN / THE PEOPLE'S AD
14 June 2011
Help make the next ad for the Volkswagen Golf
- Brand
- Volkswagen
- Media Type
- Interactive TV
- Online
- Social Media
- User Generated Content
- Web Film
- Product Category
- Automotive
- Country
- Canada
- Source
- News
- Agency
- Red Urban / Toronto
- Tags
- user-generated content
- Fans
- crowdsourcing
- automotive
Toronto-based agency Red Urban is asking Volkswagen fans to help them create the next advert for its Golf model, and will even give them a credit in the final commercial. This crowd-sourced effort will see fans picking the script, cast, car and music amongst other things, quite fitting for a car brand whose name translates as 'the people's car'.
Fans can get involved through Facebook, allowing them to be part of the creative and production process in real time. The initiative hopes to allow this keen bunch to create the kind of advert they would want to see, as well as giving them a behind the scenes view of what goes into making a TV commercial.
Fans can get involved through Facebook, allowing them to be part of the creative and production process in real time. The initiative hopes to allow this keen bunch to create the kind of advert they would want to see, as well as giving them a behind the scenes view of what goes into making a TV commercial.
The first two instalments have already been created (watch Courage here and Time here) and follow a man, in his early 30s, as he takes two very important steps in his life. The first spot shows him driving his Golf around the block repeatedly, as he mentally prepares to propose to his girlfriend. The second shows the same man driving around in his Golf with his three best friends the night before the wedding.
The completion of the trilogy lies in the hands of the fans, when Volkswagen Canada gives them the opportunity to decide what the next chapter will be.
Christina Yu, executive creative director of Red Urban said 'while the idea of crowd-sourcing has been around for a while, the Drive Until... project encourages a different form of fan participation. We're not simply asking people to submit an idea that we then produce, we're extending the creative partnership we have with Volkswagen to our fans. Not only is it a really interesting thing to participate in, it democratises the process in a way that really fits with the Volkswagen brand.'
Christina Yu, executive creative director of Red Urban said 'while the idea of crowd-sourcing has been around for a while, the Drive Until... project encourages a different form of fan participation. We're not simply asking people to submit an idea that we then produce, we're extending the creative partnership we have with Volkswagen to our fans. Not only is it a really interesting thing to participate in, it democratises the process in a way that really fits with the Volkswagen brand.'
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