An installation event to create recognition and awareness that Volkswagen is a “People’s brand” that is allegiant in everyday life.

The collaboration was made with miniature photographer and artist Mr. Tatsuya Tanaka, using supermarket’s as the installation stage.

The aim was to bring entertainment into supermarkets that are a part of daily life and to send the message to customers that by just changing perceptions ordinary things can become much more fun.

Also by holding the installation in the supermarket, which is thought to be a very ordinary location in life, we have reduced the touch point between consumers and the Volkswagen brand.

We placed picture panels with Mr. Tanaka’s works with according pun’s for each section of the supermarket. The customers can enjoy the works like a museum as you do your daily shopping. This platform of communication, that did not include cars, raised Volkswagen’s favorableness by 25%.