GOLF AD BREAK CHAMPIONSHIP

Short List
TitleGOLF AD BREAK CHAMPIONSHIP
BrandVOLKSWAGEN
Product / ServiceVOLKSWAGEN GOLF
CategoryF01. Use of Film
EntrantDDB Sydney, AUSTRALIA
Idea Creation DDB Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA
Production SCOUNDREL Sydney, AUSTRALIA
Post Production WHITE CHOCOLATE Sydney, AUSTRALIA

Credits

Name Company Position
Ben Welsh DDB Group Sydney Chief Creative Officer
Matt Chandler DDB Group Sydney Executive Creative Director
David Jackson Tribal Executive Creative Director
Tommy Cehak DDB Group Sydney Creative Director
Tim Woolford DDB Group Sydney Creative Director
Tom Lawrence DDB Group Sydney Copywriter
Samuel Raftl DDB Group Sydney Art Director
Andy Lee Tribal Digital Designer
Vinny Salinos Tribal Digital Designer
Anna Domeij Track Digital/UX Designer
Jessie Staszkiewicz Track CRM/CX Copywriter

Write a short summary of what happens in the film

Our 30 second ad ran in the first slot of an ad break and asked audiences to skip the rest of the ad break. We open on a young man in his room playing a game on his phone, he breaks the fourth wall, addressing the audience, and shows viewers that he is playing a live Volkswagen racing game. A QR code appears alongside a countdown timer and viewers are instructed to scan the code, skip the ad break and race for their chance to win a brand new Golf GTI.

Explain how the work innovatively used the film medium.

Unlike most films that elicit a passive audience response, our film broke the fourth wall to ask people to actively participate by scanning a code on screen that led to our mobile racing game. Not only this, but thanks to a collaborative relationship with media and network partners we were able to guarantee the first ad spot in high profile commercial breaks allowing us to transform our 30 second film into a 3 minute brand experience, hijacking the entire media block and turning it into a live gaming platform for the first time ever.

Links

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