Volkswagen is going to pay homage to iconic movies of all times. More preciously, it’s celebrating not the movies themselves but the locations where the story was filmed. To kick off the massive campaign dubbed “See Film Differently,” the brand has collaborated with the DDB agency, which developed two tongue-in-cheek cinema adverts, “Ghostbusters” and “When Harry met Sally,” to air in cinemas on October 25, and also created a cinematography-focused website.
According to Volkswagen, this project was launched to continue the brand’s strong dedication to the independent cinema and its fans. The automobile manufacturer has launched a hub seefilmdifferently.com, where cinema lovers can find lots of related content including interviews with actors and directors, coverage of backstage news and information on the latest releases, interactive movie tools, a list of upcoming events as well as behind-the-scenes stories from iconic cinema masterpieces and many more. To deliver fresh and interesting stuff for the visitors to the website, the brand teamed up with film magazine Little White Lies, film specialists elevenfiftyfive and LoveFilm.
But that’s not all they have in stock. With the key theme and strapline of the campaign being «Turning the camera on locations,» Volkswagen invites fans to explore the areas where their favorite films were ‘born.’ The car brand also encourages cinema fans to come to these places and watch the films ‘originating’ from there once again (maybe, for the 20th time). The same idea was employed by Levi’s in summer as part of the “We Are All Workers” campaign. Volkswagen screening events will also include presenting people who made the movie, a display of some of the costumes and key photography around the film. The first movie on the list is “An American Werewolf in London,” which will ‘arrive’ in the wolf’s resting place, ZSL London Zoo. When will it happen? Of course, on Halloween night, October 31. To win a ticket to the exclusive screening, just enter the draw on the website.
«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.