The Volkswagen Art Heist
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The #VWArtHeist, featuring the work of the All-New 2012 Jetta GLI, is on. Find your frame before they're all gone. More clues to come on twitter.com/vwcanada.
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The Volkswagen Art Heist
- 1. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca RED URBAN FOR IMMEDIATE RELEASE NEWS RELEASE The Great Volkswagen Art Heist They say that beauty is in the eye of the beholder. But if Volkswagen Canada has their say, beauty will be in the hand of the person who’s stealing it. At least that’s the idea behind an ongoing out-of-home campaign celebrating the launch of the turbocharged 2012 Jetta GLI. Beginning in October, pop-up “Performance Art” galleries began to appear in major cities across Canada. The outdoor exhibits feature limited edition, hand-numbered, framed long-exposure light painting photographs created by the 200-horsepower Jetta GLI. While the frames have been hung for all to admire, they haven’t been hung that securely, allowing more daring admirers to claim the artwork for themselves. Thieves are being asked to share their steals, and Volkswagen Canada’s Facebook page has already received numerous photos from fans decorating homes and of ces with the eye-catching imagery. “The idea for the entire GLI campaign was ‘Driving can be beautiful.’ And from what we‘ve already seen, it’s beautiful enough for people to plunder for their living room wall,” observed Steve Carli, President of Red Urban Canada.
- 2. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca RED URBAN The photographs were taken as part of an integrated campaign for the All-New Jetta GLI, which employed an innovative lming technique, using both a motion and a long exposure stills camera, to record the light trails of the vehicle as it streaked through the night. The resulting 30-second television commercial pairs together the high-speed maneuvering of the Jetta GLI with long-exposure photographs of the resulting light trails, captured from the exact same angle, for a mesmerizing and authentic performance. Those who haven’t been fortunate enough, or fast enough, to get their hands on a piece of the Jetta GLI’s performance should stay vigilant. Volkswagen Canada has revealed that a second phase of the Art Heist is rolling out in the coming weeks that will take the hunt online and into social media. They also made it clear that potential art thieves will have to act even faster this next time around. 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, Beetle, Jetta, Jetta GLI, 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. For more information, contact: ------------------------------------------------------------------------------ Thomas Tetzlaff Steve Carli Manager, Public Relations President Volkswagen Canada Red Urban 777 Bayly St W 33 Bloor Street East, Suite 1100 Toronto, Ontario, M4W 3T4 scarli@redurban.ca www.redurban.ca
- 3. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca RED URBAN CREDITS : --------------------------------------------------- AGENCY. Red Urban Canada CREATIVE DIRECTOR. Christina Yu ART DIRECTOR. Joel Pylypiw COPYWRITER. Dave Barber AGENCY PRODUCERS. Andrea Hull ACCOUNT SUPERVISOR. Sonia Ruckemann PRINT PRODUCTION: Ad Rules SOUND AND MUSIC. Eggplant MUSIC PRODUCER. Adam Damelin PRODUCTION HOUSE. Untitled Films DIRECTOR. Hubert Davis EXECUTIVE PRODUCER. Lexy Kavluk LINE PRODUCER. Tuula Hopp DIRECTOR OF PHOTOGRAPHY. Adam Marsden EDITING HOUSE. Rooster Post EDITOR. Dave De Carlo POST PRODUCTION HOUSE. The Vanity COMPOSITOR. Naveen Srivastava
- 4. THIS IS A : WE ARE HERE : Memo Note Letter 1100 - 33 Bloor Street East Grocery List Press Release Toronto, ON M4W 3H1 Ransom Note To-Do redurban.ca RED URBAN The Jetta GLI “Driving can be beautiful” campaign launched earlier this year on television and online. A 30-second commercial featured a light painting created by the headlights and tail lamps of the 200-horsepower Jetta GLI as it streaked around a darkened parking lot creating the Volkswagen logo. View the 2012 VW Jetta GLI “Driving can be beautiful” spot: http://youtu.be/FdC31gmrYHA View the behind the scenes: http://youtu.be/lSV5wK1GzHA