Volkwagen wanted to promote their Golf Attrack with a campaign whereby a potential customer could ‘claim’ a landmark all across the USA by being the first to find a location in each state and mark their name on a custom Snapchat filter
Volkwagen wanted to promote their Golf Attrack with a campaign whereby a potential customer could ‘claim’ a landmark all across the USA by being the first to find a location in each state and mark their name on a custom Snapchat filter – it would bear their name until the end of the campaign. We loved this idea, and wanted to inject the piece with humanity and storytelling. The film shows a day in the life of two adventureres: Andy and his beloved dog, Ollie. Music was a huge component to the piece, as the story was driven by the sing-along jingle created by our awesome pals at Antfood.
The final film had at least 50 outputs (one for each US state, depicting a different map zoom and ending location), as the Snapchat filters themselves required a library of at least 150 unique pieces of artwork, in order to relate with both the visual language of the piece and the user’s GPS location. It was a technical challenge well worth the efforts, and we still have this jingle stuck in our heads.
We were so inspired by this project that prior to diving into the styleframes, we created detailed layouts to help our team visualize the story flow.
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