Our aim was to position the new 2011 Beetle as a masculine and fun-driven car – with no ties to the 2000 Beetle model – and to bring in a new look and feel: cool, international, arty and male.
Our highly visual, music-video-like piece employed practical effects, filters and lighting to achieve a unique look that served to introduce the new model in a relevant, masculine and elusive manner.
The film was shown worldwide via live internet stream during the Beetle’s world premiere in Shanghai. The momentum created still carries the whole campaign of communication and marketing (except the TVC). This film continues to form the basis of all communication activities that followed up after the launch of the film.
Various Locations | USA
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