CCSP Brazilian Creative Club 2016 - Silver (Promo)
CCSP Brazilian Creative Club 2016 - In Book (Film)
CCSP Brazilian Creative Club 2016 - In Book (Integrated)
Grand Effie Brazil 2016 - Gold (Promo)
To introduce their Rock in Rio special editions, we developed an integrated campaign with one unexpected detail: there’s no soundtrack in the ad.
Instead of producing a soundtrack or picking a song by a famous artist, we decided to provide something that rock needs right now: more space. Media space, that is. The spot ran without a soundtrack for about two weeks, asking independent bands to submit their own songs to score the commercial.
On the campaign website, up-and-coming bands could upload their songs and create their own version of the commercial. Volkswagen picked one song from among 10 finalists (the 5 most-shared songs and 5 chosen by a jury). The commercial with the chosen song ran on TV, cable, and online from May to September.
Beyond just promoting the Rock in Rio line, Volkswagen gave a band the chance to promote themselves. The campaign media estimated that around 35 million people saw the final version of the commercial and, of course, heard the chosen song.