In order to launch Volkswagen’s Rear-view Assist Technology — which warn drivers about obstacles when backing up —, we used a different type of media, one that could reach our target audience and that was able to roam freely through the city: dogs.
To achieve a notorious piece and demonstrate the advantages of the Rear-view Assist Technology, we created a very special pet product, The Rear-view Collar. A pet cone with the message “You don’t need to look back anymore. Volkswagen Rear-view Assist Technology.”
We sent our pet cones to veterinary clinics, so that anyone who needed it would become a walking billboard for our product. Bringing our message to life and spreading it throughout the city.
Art Director / Designer
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