We wanted to create an outstanding event within our digital launch-campaign for the new Golf GTI Cabriolet. The task was to make our campaign claim "freedom meets horsepower" come alive.
To promote the Golf GTI Cabriolet, we developed the "Race Face Box": An apparently ordinary photo booth with a strong 6 bar air blower on the inside.The participants were able to experience what it is like to drive the GTI Cabriolet in open-air mode. A promotion team attracted brave volunteers on the GTI-Convention at Wörthersee and Berlin’s Alexanderplatz to experience the first test drive for the face. Every time a picture was taken, the participant got a full load of fresh convertible-airstream by our hidden blower. In addition to a great photo memory people got an impression of the GTI-experience.
This work was created as part of my work for DDB Tribal. The rights in this work are held by DDB Tribal.
Client: Volkswagen AG
Agency: DDB Tribal Hamburg
Creative Direction: Andreas Kant
Senior Art Direction: Jörg Meyer
Art Direction: Monika Spindler (Microsite), Steven König (Photobox)
Copy: Manuel Frank, Sandra Kemmer