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IAA Frankfurt 2011

Volkswagen | Group Night

At the traditional Volkswagen Group Night held on the eve of the International Automotive Exhibition (IAA) in Frankfurt am Main, the automaker invited over 2,000 press and media representatives for an exclusive preview of the world premieres emerging from the group’s member companies.

 

An almost 55 metre-wide media façade dominated the over 1,200 square metre stage area. The façade consisted of the following elements:

 

–          1 x 54.9m x 4.6m 18mm LED

–          3 x 7.6m x 4.6 m 6mm LED

 

Yet another special feature was the sophisticated mechanics of the stage setup: four large low-res LED screens could be moved toward the back of the stage and three hub podiums were recessed in the floor at the front of the stage. This created several entirely unique presentation and drive-in entry opportunities.

 

The film and media package produced by United Visions for each individual brand skilfully linked each graphic environment with the live staging and vehicle entrances:

 

–          The images produced for SEAT consisted of a graphics environment that reacted interactively to the stage performers.

–          Graphic elements from the Bugatti Film were driven on stage live in the form of replicas.

–          Performers from the Porsche spy-thriller film descended live from the hall’s ceiling and continued their performance live on stage.

 

Among the other standards in the film package were the welcome loop, countdown film, brand bumper, brand presentation and outro loop. A recurring graphic feature ran through all of the films and helped to provide a unified impression.

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Credits

  • Agency

    United Visions Berlin

  • Client

    Volkswagen

  • Creative

    Jörg Wienforth | Jeremias Steinmann

  • Production

    Julia Grabenhorst

  • Director

    Ulrike Plesser

  • Location

    Frankfurt | Germany

  • Date

    September 2011

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