The Great Art Heist

Agency Network: 
October 2011


They say that beauty is in the eye of the beholder. But if Volkswagen Canada has their say, beauty will be in the hand of the person who’s stealing it. At least that’s the idea behind an ongoing out-of-home campaign celebrating the launch of the turbocharged 2012 Jetta GLI. Beginning in October, pop-up “Performance Art” galleries began to appear in major cities across Canada. The outdoor exhibits feature limited edition, hand-numbered, framed long-exposure light painting photographs created by the 200-horsepower Jetta GLI. While the frames have been hung for all to admire, they haven’t been hung that securely, allowing more daring admirers to claim the artwork for themselves. Thieves are being asked to share their steals, and Volkswagen Canada’s Facebook page has already received numerous photos from fans decorating homes and offices with the eye-catching imagery.

Ambient advertisement created by Red Urban, Canada for Volkswagen, within the category: Automotive.

Advertising Agency: Red Urban, Canada
Creative Director: Christina Yu
Art Director: Joel Pylypiw
Copywriter: Dave Barber
Agency Producer: Andrea Hull
Account Supervisor: Sonia Ruckemann
Print Production: Ad Rules
Production Company: Untitled Films
Director: Hubert Davis
“Art Heist” Video Director / Editor: Tyler Williams
Executive Producer: Lexy Kavluk
Line Producer: Tuula Hopp
Director of Photography: Adam Marsden
Editing House: Rooster Post
Editor: Dave De Carlo
Sound and Music: Eggplant
Music Producer: Adam Damelin
Post Production: The Vanity
Compositor: Naveen Srivastava
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Highest Rated

Baelin's picture

I'd take it for the frame.

Activity Score 259
Baelin's picture

I'd take it for the frame.

Activity Score 259
Andrej's picture

Yes! Great!

Activity Score 640
NicoCiego's picture

I don't think those people are the target market of VW.
But its great way to start a buzz. A good ad indeed.

Activity Score 1019
Art Director at Quezon City Philippines
Glut's picture

all for free

Activity Score 3907
Public Relations at Glut. Ideas Boutique.
kleenex's picture

I love the idea.

Activity Score 57557
Web Designer/Developer
jeph's picture

*Awesome* just doesn't do this any justice.

Activity Score 152
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