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New Volkswagen Polo Photographs Own Outdoor Campaign

DDB Brussels highlights car's safety features with an unusual photo shoot

New Volkswagen Polo Photographs Own Outdoor Campaign

For the launch of the new Volkswagen Polo, DDB Brussels pulled off a surprising stunt. For the first time, the pictures for the new outdoor campaign were not shot by a photographer, but by the car itself.

To highlight the efficiency of its pedestrian recognitionsystem, a standard feature on the new model, the Polo was equipped with acamera that was directly connected to this active security technology. As aresult, each time the Polo automatically braked for a pedestrian, the cameratook a picture of him crossing the road. The actual pictures taken arecurrently being used in posters on Belgian streets.

Volkswagen Polo Safety Shoot from DDB Brussels on Vimeo.

Cross-media production company Fish Eye did the required engineering for this ingenious concept. A smart webcam detected the visual signals on the car’s dashboard, when the security system was activated,immediately setting off a camera that was fixed to the car’s bonnet. After a test phase, the Polo started collecting pictures from the pedestrians. Three pictures were selected by up-and-coming photographer Frederik Buyckx, who supervised the project, and then used for the new Polo’s outdoor campaign.

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Advertiser: Volkswagen

Brand: Polo

Creative Agency

TV Producer: Brigitte Verduyckt

Art Buyer: Brigitte Verduyckt

Account Team: Sylvie De Couvreur, Quentin Maryns, Anneleen Vande Voorde

Strategic Planner: Philippe Gerin

Creatives: Fred Zouag, Nicolas Gaspart,Jonathan d'Oultremont

Production Company

Production Company: The Breakfast Club

Technology Partner

Production: Fish Eye

Print / OOH

Photographer: Frederik Buyckx & the new Polo

Category: Automotive , Cars

Genre: Activation , Creative technology , Experiential , Photography