{"id":25943,"date":"2019-08-06T11:40:55","date_gmt":"2019-08-06T09:40:55","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=25943"},"modified":"2019-08-06T11:40:55","modified_gmt":"2019-08-06T09:40:55","slug":"vw-and-ddb-storytelling-glows-in-the-dark","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/vw-and-ddb-storytelling-glows-in-the-dark\/","title":{"rendered":"VW and DDB storytelling glows in the dark"},"content":{"rendered":"<p><em>When\u00a0NORD DDB\u00a0was tasked with promoting the new\u00a0Night Visionfeature for the VW Touareg \u2013 a thermal imaging camera designed to detect persons and animals on the road \u2013 it decided to shine a light on fauna\u2019s plight, using a highly unusual approach. &#8220;The idea of contrasting talk of cutting-edge tech with an old-school Swedish bedtime story felt refreshingly original.\u201d<\/em><\/p>\n<p style=\"text-align: center;\"><strong>Also read:\u00a0<a href=\"http:\/\/www.magazinemedia.be\/nl\/warning-new-car-smell-inside\/\" target=\"_blank\">Warning! New-car-smell inside<\/a><\/strong><\/p>\n<p>The resulting bittersweet children\u2019s tale was published on the back page of the financial paper\u00a0<em>Dagens Industri Weekend<\/em>. The ad is all text, save for a small illustration, and tells the story of a lonely deer who wanders perilously close to the road.<\/p>\n<p>So why choose a traditional format to promote an ultra-modern feature of the VW marque?<\/p>\n<p>NORD DDB copywriter Svante P\u00e5rup says the decision to use a children\u2019s tale felt emotive and appropriate for the season. And what better way to deliver the message than in a format typically associated with storytelling?<\/p>\n<blockquote><p>&#8220;A magazine, he suggests, is about as close to a book as you can get \u2013 without being one.&#8221;<\/p><\/blockquote>\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/lXVnwdgIgY4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\nIt\u2019s hardly Hans Christian Andersen, but there is one fantastical flourish worth noting. Read the story in daylight and our doe-eyed protagonist meets an unfortunate, all-too-familiar end. Read it under cover of darkness, though, and you\u2019re treated to a happier outcome \u2013 in glow-in-the-dark text.<\/p>\n<p>For VW\u2019s execution to shine through, both in the dark and in a crowded media landscape, the ad was printed using two layers of ink: a traditional one for daylight, and a fluorescent one for night.<\/p>\n<p><em>Related articles:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/serena-williams-cover-zonder-photoshop-en-waarom-is-dit-nog-nieuws\/\" target=\"_blank\">Serena Williams cover zonder photoshop! (En waarom is dit nog nieuws?)<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/new-york-zonder-trump\/\" target=\"_blank\">New York zonder Trump<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/uncovered-magazines-blijven-taboes-vermorzelen\/\" target=\"_blank\">Uncovered: magazines blijven taboes vermorzelen!<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/nederlandse-touring-publiceert-magazine-met-12-verschillende-covers\/\" target=\"_blank\">Nederlandse Touring publiceert magazine met 12 verschillende covers<\/a><\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When\u00a0NORD DDB\u00a0was tasked with promoting the new\u00a0Night Visionfeature for the VW Touareg \u2013 a thermal imaging camera designed to detect persons and animals on the road \u2013 it decided to shine a light on fauna\u2019s plight, using a highly unusual approach. &#8220;The idea of contrasting talk of cutting-edge tech with&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25944,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[54,860,1068,20,1264,2331,2332],"class_list":["post-25943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-in-the-picture","tag-ad-in-the-picture","tag-creatieve-formaten","tag-ddb","tag-print","tag-volkswagen","tag-vw","tag-vw-touareg"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - 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