Cannes Lions

VOLKSWAGEN PHAETON

PROXIMITY GERMANY, Hamburg / VOLKSWAGEN / 2005

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How to gain interest and curiosity for the Volkswagen Phaeton, the official VIP Shuttle of the Film Festival Berlinale 2005, and pull the online user inside the car?

Through interactive fiction! Every day, during the 10-day event, we set up a fictitious story that took place in the 'only' private and intimate place of the stars during the whole festival – the Volkswagen Phaeton.Each day, artefacts of this story were found. Usually accessories like an Hermes scarf, a Montblanc fountain pen with a personal letter, or a Berlin tourist guide with 'very' personal notes - all this inspiring the imagination of the user, trying to figure out what was going on inside the Phaeton during the festival.

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