Volkswagen, which translates as “the People’s Car”, is collaborating with their fans to create the third installment of the recently launched “Drive Until…” campaign for the Golf. The idea is get fans involved through Facebook, letting them be a part of the creative and production process in real time. The initiative not only helps the fans create the kind of spot they’d like to see, it also gives people a glimpse “under the hood” to see the process involved in making a television ad. The first two advertisements in the series follow a man, in his early 30s, as he takes two very important steps in his life. The first installment, “Courage”, shows the man driving his Golf around the block repeatedly, as he mentally prepares to propose to his girlfriend. When he makes up his mind and parks the car in front of his girlfriend’s house, the words “Drive until you find the courage.” appear on the screen. The second spot, “Time”, shows the same man driving around in his Golf with his three best friends the night before the wedding. As the man prepares to head into the church, the words “Drive until it’s time.” appear. In order to complete the trilogy, Volkswagen Canada will ask fans what the next chapter in the “Drive Until…” series should be. From there, Volkswagen and advertising agency Red Urban will work with the fans to generate the script, make decisions on actors, music and a number of other key decisions. “While the idea of crowd-sourcing has been around for a while,” says Christina Yu, Executive Creative Director of Red Urban Canada, “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 democratizes the process in a way that really fits with the Volkswagen brand.” Founded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the largest volume European automotive nameplate in Canada, and sells the Golf, Golf Wagon, Golf GTI, New Beetle, new Jetta, Eos, Passat, Tiguan, Routan, and Touareg through 133 independent Canadian Dealers. It is the leader in affordable TDI Clean Diesel vehicle sales in Canada, and forms part of Volkswagen Group Canada Inc., a subsidiary of Volkswagen AG headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and is Europe’s largest automaker. Red Urban, an advertising agency in Toronto, Canada, is one of Volkswagen Canada’s Agencies of Record, and a member of the Omnicom group of companies.
Agency: Red Urban Canada Creative Director: Christina Yu Art Director: Christina Yu, Damian Simev Copywriter: Matt Syberg-Olsen, Jon Taylor Agency Producer: David Isaac Account Supervisor: Sonia Ruckemann Account Director: Caroline Kilgour Director: Jean-Michel Ravon Production Company: Untitled Films DP: John Houtman Executive Producer: Lexy Kavluk Line Producer: Tuula Hopp Editorial: Rooster Post Production Editor: Paul Jutras Assistant Editor: Yumi Suyama Colourist: Eric Whipp @ Alter Ego Online/VFX: Track & Field VFX Flame Artists: Ernie Mordak & Andrew Rolfe Music/Sound House: Apollo Studios Producer: Didier Toval “Courage” Music Track: “Just Like Honey” by Jesus & Mary Chain “Time” Music Track: “ Keep The Lights On” by Wave Machines. Co-prod: Carling Doubt & Angelina Milanovic Engineer: Brad Nelson Assist Engineer: Harry Knazen Volkswagen: Charlie Lewis, Lynne Piette, Tina Hoang