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ADVERTISING CAMPAIGNS

Volkswagen ‘When Harry Met Sally’ advert

Agency: DDB

Client: Volkswagen

Volkswagen has launched its 2010 ‘See Film Differently’ campaign, borne out of its continued support of independent cinema.

Of course, Volkswagen is all about cars, but it’s also all about independent thinking. So much so, this year’s integrated campaign is set to be the biggest since Volkswagen began supporting independent cinema back in 2004, with the launch of a new ongoing programme aimed at building a self-sustaining community of film lovers and aficionados.

This year the See Film Differently campaign will focus on celebrating iconic film locations, encouraging fans to view films in an unexpected or 'different' way or as the campaign line tells it: “Turning the camera on locations”.  

‘When Harry Met Sally’ launches in cinemas exposing the reality of life at famous film locations. At Katz's Deli in New York's Lower East Side people not only queue up for the pastrami on rye, but also to take a seat at one particular table.

Fans will also be able to enjoy classic movies in the places where they were filmed as Volkswagen hosts a series of exclusive location-based screenings of famous films.

As any film lover is aware, there's a lot more to movies than what happens on screen so to help consumers get the most out of their passion for film DDB has created a dedicated website, seefilmdifferently.com, to house all film-related content.

The site will showcase upcoming events, interactive movie tools and exclusive online editorial features.

“Volkswagen is of course all about cars, but we love film as well.  Our See Film Differently platform is about sharing this passion with other fans and enabling them to see films in an unexpected, intelligent and interactive way,” said Natalie Lamont, Volkswagen Communications Manager.

As part of the project, Volkswagen have partnered with Little White Lies, the cutting-edge film magazine, film specialists elevenfiftyfive and LOVEFiLM, the UK’s largest online DVD rental company to create new and original material to share with fans, from interviews with actors and directors, inside news on the latest releases to behind-the-scenes stories from cult movies.

This content will be distributed through a number of social media channels, including a dedicated Facebook group, Twitter feed, YouTube and film enthusiast forums to give fans the opportunity to share and debate their differing opinions on film and all it has to offer.

AJR
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