Volkswagen Canada is giving away pieces of art in the “Great Volkswagen Art Heist”, an out-of-home campaign celebrating the launch of the 2012 Jetta GLI. 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. Pop-up performance art galleries in major cities across Canada 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 online, connecting with the Volkswagen Canada Facebook page and Twitter page.
Click on the image below to play the Great Volkswagen Art Heist video in YouTube (HD)
“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.
The photographs, taken with both motion and long exposure stills cameras, record the light trails of the vehicle as it streaks through the night. The resulting 30-second television commercial pairs together the high-speed maneuvering of the Jetta GLI with the 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.
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. Click on the image below to play the Driving Can Be Beautiful video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The “Great Art Heist” campaign was developed at Red Urban Canada by creative director Christina Yu, art director Joel Pylypiw, copywriter Dave Barber, agency producer Andrea Hull, account supervisor Sonia Ruckemann.
Filming was shot by director Hubert Davis via Untitled Films with art heist video director/editor Tyler Williams, executive producer Lexy Kavluk, line producer Tuula Hopp and director of photography Adam Marsden.
Editor was Dave De Carlo at Rooster Post.
Sound and music were produced at Eggplant by music producer Adam Damelin.
Post production was done at The Vanity by compositor Naveen Srivastava.