DDB Targets Film-loving Community with Launch of Integrated Volkswagen 'See Film Differently' Campaign

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Oct 19, 2010, 04:10 ET

LONDON, Oct. 19 /PRNewswire/ -- This week sees the launch of Volkswagen's 2010 "See Film Differently" campaign, borne out of its continued support of independent cinema. Of course, Volkswagen is all about cars, but it's also all about independent thinking. That's what is at the core of this year's integrated campaign, set to be the biggest since Volkswagen began supporting independent cinema back in 2004. The campaign includes the launch of an ongoing program aimed at building a self-sustaining community of film lovers and aficionados.

This year the "See Film Differently" campaign will focus on celebrating iconic film locations, encouraging fans to view films in an unexpected or different way or as the campaign line tells it: "Turning the camera on locations."

Ads looking at the legacy of two iconic films, Ghostbusters and When Harry Met Sally, launch in cinemas October 25, exposing the reality of life at famous film locations. For example, it's not just fires you have to deal with if you're a member of the Hook & Ladder fire crew on Varick Street in New York. And at Katz's Deli on New York's Lower East Side, people not only queue up for the pastrami on rye, but also to take a seat at one particular table.

As any film lover is aware, there's a lot more to movies than what happens on screen, so to help consumers get the most out of their passion for film DDB has created a dedicated website, www.seefilmdifferently.com, to house all film-related content. The site will showcase upcoming events, interactive movie tools and exclusive online editorial features.

Fans will also be able to enjoy classic movies in the places where they were filmed as Volkswagen hosts a series of exclusive location-based screenings of famous films. The series kicks off with a screening of the cult classic An American Werewolf in London at a key film location, the wolf's resting place, ZSL London Zoo, on Halloween night, October 31.

Natalie Lamont, Volkswagen Communications Manager, said: "Volkswagen is of course all about cars, but we love film as well. Our 'See Film Differently' platform is about sharing this passion with other fans and enabling them to see films in an unexpected, intelligent and interactive way."

As part of the project, Volkswagen has partnered with Little White Lies, the cutting-edge film magazine, film specialists elevenfiftyfive and LOVEFiLM, the UK's largest online DVD rental company, to create new and original material to share with fans, from interviews with actors and directors to inside news on the latest releases to behind-the-scenes stories from cult movies.

This content will be distributed through a number of social media channels, including a dedicated Facebook group, Twitter feed, YouTube and film enthusiast forums to give fans the opportunity to share and debate their differing opinions on film and all it has to offer.

About DDB

DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most creatively awarded networks globally, DDB was Campaign's 2009 Global Network of the Year, the Spikes Asia 2010 Network of the Year, and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, the DDB Group helps grow the value and influence of leading brands around the world. We believe that creativity is the most powerful force in business, allowing us to develop the ideas that people want to play with, participate in and pass along. We call this Social Creativity, which results in ShareValue, the powerful combination of influence within social communities and tangible business performance. DDB Worldwide is part of Omnicom Group Inc. (OMC).

TV Credits

Project Name: See Film Differently
TVC: Ghostbusters and When Harry Met Sally
Client: Natalie Lamont, Volkswagen Communications Manager and Kirsten Stagg, Volkswagen Marketing Communications Manager.
Creative Agency: DDB UK
Executive Creative Director: Jeremy Craigen
Creative Directors: Jeremy Craigen
Copywriter: Steve Hall
Art Director: Daniel Seager
Account Planner: Georgia Challis
Agency TV Producer : Natalie Powell
Production Company: Rogue
Director: Will Clark
Producer: Madeleine Easton
Post Production: Prime Focus
Media Agency: MediaCom
Media Planner: Louise Pastou
Business Director: Paul Billingsley
Account Directors: Matt Delahunty, Gordon Fisher, Harriet Bates