Cannes Lions

HIDE AND SEEK

DDB GROUP GERMANY, Berlin / VOLKSWAGEN / 2015

Film
Film
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Overview

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Credits

Overview

Description

This film features the classic child’s game of ‘Hide & Seek’ where a group of children find hiding places while the ‘Seeker’ counts with his eyes closed before going to find them. In our film the kids desperately search for great hiding places while our hero kid counts. He then goes to find them, and no matter how well they’re hidden, he finds them quickly and easily. The kids are surprised and annoyed at how easily they were found. We then reveal that our hero kid was counting inside a Volkswagen Touareg. And he was sneaking a peek at the Touareg’s Area View screen to see exactly where his friends hid. This highlights the vehicle’s Area View feature.

Execution

Hide and Seek is a game enjoyed by boys and girls of all shapes and sizes. To enhance the charm of the execution we cast a range of children with different physical characteristics - from skinny and athletic to stout. We also looked for kids with the ability to express emotion well, in this case desperation when hiding and annoyance and frustration when being found. Our lead character needed very specific traits, too. He needed to be mischievous but also lovable. As well as intelligent enough in appearance and performance to figure out that the VW Touareg could help him win the game.

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