Volkswagen was launching the 2012 Jetta GLI, the top-of-the-line version of the popular Jetta model. The challenge was that many Canadians considered the Jetta to be simply an affordable car.

We set out to prove that the performance of Jetta GLI was so remarkable that driving it is an art form. So we used the GLI to create stunning works of art. Then we got people interested by letting them steal the proof.First, we shot a launch commercial for the Jetta GLI using a custom camera rig that captured both the motion of the vehicle and long-exposure stills of its lights. Using those stills, we produced a series of limited edition light paintings, which were hand-numbered and framed.

Then, we put the art up for grabs. Frames were hung on poster hoardings across Canada, which we had transformed into pop-up “Performance Art” galleries. Frames were also hidden in businesses, restaurants, and parks in Canada’s three major markets, with tweeted clues leading thieves scrambling to claim their own exclusive piece of the GLI.

The frames disappeared from the galleries quickly, but didn’t vanish forever. Messages on the stolen artwork had successful thieves sharing their steals on Volkswagen Canada’s Facebook page. And fans shared gallery locations online so that they could be there when replacements were hung.

The campaign contributed to over 1m earned Facebook impressions and nearly 2m earned Twitter impressions. It was the most successful Jetta GLI launch in Canadian history: A record 240% increase in sales.