Volkswagen - The Blind Spot

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Insight

South Africa has one of the highest road accident rates in the world. Many involve objects in the blind spot. Volkswagen has a solution - IQ.DRIVE. A safety system that helps drivers avoid potential accidents. One of these features is Blind Spot Monitor. An innovative radar system that alerts the driver to any obstacles in their blind spot.

Idea

To bring this feature to light, we launched a campaign that people never saw coming. We created a series of life-size installations featuring objects that would commonly be found and missed in your blind spot – Delivery drivers and cyclists. Using a specialised paint called Black 3.0, a paint so black it absorbs light and removes all definition, we made them disappear.

During #MotorcycleAwarenessMonth, we placed these “invisible” objects in prominent Volkswagen dealerships, in full view of the public. Upon inspection, onlookers were directed to the VW site where they could find out more about Blind Spot Monitor, as well as the other safety systems available through IQ.DRIVE.

Case Study

Execution 1: Cyclist

Execution 2: Motorbike Driver

Making Of

Coming up with an idea is one thing, making it happen is a whole other challenge.

It took 6 years to get from the raw idea to finally creating "The Blind Spot".

2017 First idea. 2021 Prototype. 2023 Launch.

In the age of AI art and CGI, these installations were crafted by the hands of passionate humans. Conceptualised, sketched, sculpted, painted, built and installed by people. Check out what they did, and keep watching till the end for a glimpse of how it all started.

Accolades

Cannes
Silver – Industry Craft Outdoor – Art Direction VW “The Blind Spot”
Bronze – Ambient in Outdoor – VW “The Blind Spot”
Shortlist – Design – Spatial & Sculptural Exhibitions and Experiences

Loeries

Grand Prix - Outdoor - Ambient

Gold - Outdoor - Ambient

Assegais

Gold - Automotive

BestAds Pick of the Week - Outdoor – Volkswagen “The Blind Spot”
Ad Age Editor’s Pick – Volkswagen “The Blind Spot”

Ad Of The Month - 3rd - Design

Credits

Client: Volkswagen South Africa
Agency: Ogilvy South Africa
Chairperson and Managing Director: Martina Biene
Brand Director: Steffen Knapp
Marketing Communications Manager: Bridget Harpur
Global Chief Creative Officer: Liz Taylor
Chief Executive Officer & Creative Chairman: Pete Case
Managing Director: Vicki Buys
Executive Creative Director: Camilla Clerke
Creative Director: Alex Goldberg
Copywriter: Alex Goldberg
Senior Art Director: Annie Bekker
Art Director: Ryan Barkhuizen
Group Head / 3D Motion Designer: Neill Pretorius
Junior Motion Designer: Nina Roodbol
Producer: Sarah Rayner
Project Manager: Melissa Forgus
Business Director: Julian Hendrickse
Product Designer: Cliff Beckett
Product Design: ThingKing
Production Company: Run Jump Fly
Lead Producer: Devin Armstrong
DOP & Editor: Sheldon Yoko
Producer & Editor: Dirk Coetsee
Executive producer: Tristan Coetzee
Welder: Kenny the legend
Spraypainter: Brendon @ Tinsley Woodcrafters
Production: Zahur Ameeroedien, Vincent Madziva, Ethan Elinhorn
Lead Production: Marc Nicolson