Title | EYES ON THE ROAD |
Brand | VOLKSWAGEN |
Product / Service | VOLKSWAGEN |
Category | D04. Live Advertising & Events |
Entrant | OGILVYONE BEIJING, CHINA |
Entrant Company | OGILVYONE BEIJING, CHINA |
Advertising Agency | OGILVYONE BEIJING, CHINA |
Name | Company | Position |
---|---|---|
Graham Fink | Ogilvy Beijing | Chief Creative Officer |
Doug Schiff | Ogilvy Beijing | Executive Creative Director |
Kama Yu/Wang Daqing | Ogilvy Beijing | Creative Directors |
Zhang Minsheng/Zhou Xufeng/Morris Ku | Ogilvy Beijing | Art Directors |
Song Lei/Doug Schiff | Ogilvy Beijing | Copywriters |
Morris Ku/Rita Yang | Ogilvy Beijing | Agency Producers |
Guo Yu | Ogilvy Beijing | 3d Design Lead |
Sun Zhang/Wan Xing/Lin Wanqiu | Ogilvy Beijing | 3d Designers |
Eggtart Chow | Answermark Limited | Director |
Andy Chow | Answermark Limited | Art Director |
Avis Or | Answermark Limited | Producer |
Ng Kai Ho/Gloria Cheung/Sam Yip | Answermark Limited | Assistant Directors |
Alfred Pong/Jovi Lee/Alan Yip | Answermark Limited | Dop |
Kk Chau | Answermark Limited | Sound Effect And Mixing |
Irene Ng | Answermark Limited | Production Assistant |
Eggtart Chow | Answermark Limited | Director |
Jovi Lee | Answermark Limited | Post Production |
An unsuspecting audience came into the theatre. After the lights went down, a film began. From a driver's point of view, the audience took on the role of the driver, moving along a scenic road. After a little time, long enough for the audience to wonder what it was all about, a location-based broadcaster, in the projector booth, delivered a message to all those in the theatre area. While looking down at their mobiles, the car on screen ran off the road and crashed into a steel pole. Safety messages about mobile use while driving were then shown on the movie screen. Unsuspecting cinema audience saw driver's POV, all received an location based SMS. As they looked down, the car crashed, followed by safety message. This edited film of this event was launched on blogs online and within days became one of the most viral videos of the summer.