For the launch of the new Volkswagen Polo, DDB Brussels imagined a surprising stunt, highlighting the Front Assist with pedestrian recognition which is now standardised in the new model. We equipped the Polo with a camera directly linked to the live security technology. Each time the Polo would automatically break in front of a pedestrian, a trigger would be sent to the camera which would then take a snapshot of the walker whose life was saved.
For the first time, the images for the outdoor campaign weren’t taken by a photographer but by the car itself. It’s the cross-media production Fish Eye who imagined the ingenious system. When the security system is activated, an intelligent webcam catches the signal sent to the dashboard and sends a trigger to the camera placed on the hood of the Polo which in turn takes a photo.
After a test run, the Polo drove off into town to collect photos. 3 of them were selected by the young photographer Frederik Buyckx who supervised the project. The 3 photos were used for the new Polo’s Outdoor campaign and can now be seen on billboards in our streets.