Volkswagen is launching a direct mail campaign to promote its new Golf model, which deconstructs the car in a 3D CityScape under the strapline: “There’s so much more to discover behind the wheel.”
The campaign, devised by Proximity London, targets existing, lapsed and prospective Golf customers, and imagery by the so-called “Willy Wonka of photography” Carl Warner.
VW tasked Warner and Proximity with demonstrating that while the latest generation Golf may not look radically different, under the surface it has been redesigned with new features.
Warner is said to have built his reputation for his “scenes created from sweets and other food stuffs”, and VW cited his ability to turn simple objects into beautiful landscapes as a factor in his appointment to the task.
VW marketing communications manager Tom Wharfe said: “When customers make a major purchasing decision, they look beyond the surface gloss to the product truths underneath.
“Proximity has cleverly created a communication which portrays the depth of changes in the new car and which we hope will be appealing to our audience.”
Proximity executive creative director Caitlin Ryan added: “Carl is a real craftsman, and working with him was a great experience for the team. We see Volkswagen as a brand that really prides itself on its design heritage, so for us it was vital that we reflected that in our work. This piece does exactly that.”
