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World Debut Golf 7

Volkswagen | Premiere

The seventh and latest generation of the VW Golf was unveiled to the international public on September 4, 2012 at Berlin’s Neue Nationalgalerie. Over 700 invited guests experienced the Neue Nationalgalerie’s transformation from an exhibition space to a show stage: At the beginning of the event, seven walls that had previously stood in the room were pulled up toward the ceiling where they functioned as screens for the films and images beamed by a total of 15 video projectors.

In addition to the show’s entire media package, United Visions also produced films exploring the first six Golf generations, whereby each film was accompanied by the entrance of the respective Golf model. This look back at prior generations created much excitement and paved the way for the introduction of the seventh generation Golf.

The design philosophy behind the latest model was explained by Walter de Silva, Head of Volkswagen Group Design, and Klaus Bischoff, Head of Volkswagen Design, followed by a Ventuz 3D presentation by VW Development Head Ulrich Hackenberg. The presentation featured elaborate animation created by United Visions and enabled Hackenberg to clearly elucidate the technical details of the Golf 7.

The highly anticipated arrival of the Golf 7 was introduced by a film titled “The Key to Perfection,” which was also produced by United Visions.

This special film was created and implemented by Dieter Meier and accompanied by the music of Boris Blank – two musicians who are better known to the world as the duo YELLO.

In his film, Dieter Meier sends the key to the new Golf 7 on a journey that begins in Wolfsburg and takes it all over the world. The key “lands” ultimately in Berlin, which helped to create a seamless transition to the live entrance of the vehicle.

The closing speech by VW CEO Dr. Martin Winterkorn summarized the key point of the evening: “The Golf is ‘DAS Auto’ – and a little bit more.”

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Credits

  • Team

    United Visions Berlin

  • Agency

    Smart Minds

  • Client

    Volkswagen

  • Creative

    Jörg Wienforth

  • Production

    Julia Grabenhorst

  • Director

    Ulrike Plesser

  • Location

    Berlin | Germany

  • Date

    September 2012

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