Volkswagen, a leading car manufacturer, had launched a limited-edition black and white series of its automobiles. The brand aimed to showcase the cars in an elegant way that appeals to an elite audience and stands out in the market. They collaborated with AUGMENT, a creative agency, to conceptualize a campaign that would highlight the beauty of contrasts and the black and white theme.
Mission
The primary objective of the campaign was to promote Volkswagen’s limited-edition black and white series of cars in a creative and elegant way that appeals to the brand’s target audience. The campaign aimed to highlight the beauty of contrasts by showcasing the cars through the lens of three different art forms – photography, culinary, and fashion.
Solution
AUGMENT worked with three top personalities from each field – Colston Julian, Vicky Ratnani, and Nachiket Barve – to showcase the cars in these high-end lifestyles. The concept highlighted how the three of them juxtapose the shades in their respective fields, showcasing the beauty of contrasts. The shoot was aired on Travel + Leisure India, where the cars were placed in different high-end scenarios, including a fashion shoot and a culinary experience. The monochromatic theme was maintained across all platforms: print, social media, and digital.
Achievement
The campaign was a success, with the print feature receiving 1.25 million views and 35,000 interactions. The campaign images and social media content produced by Travel + Leisure India & South Asia helped to reach a wider audience, promoting the limited-edition black and white series of cars. The campaign’s success highlights the power of creative contrasts, showcasing how the beauty of black and white can be brought to life through different art forms.
