For the Motorcycle Awareness Month campaign, in collaboration with Ogilvy Cape Town, Volkswagen South Africa created “The Blind Spot” – an installation that highlights an important public safety issue surrounding motor vehicles. As part of the strategy, VW used the world’s darkest paint on the installation.
South Africa has one of the highest road accident rates in the world – which is why the company chose the country to develop a campaign for car safety technology. During the display, the visual systems present targets that avoid the driver’s field of vision because they are in the invisible part of the car.
“Marketing is often full of cars, so we needed to invent a space and something that would capture the public’s attention,” said Alex Goldberg, Ogilvy’s creative director. “The bigger the installation, the bigger the revelation as people discovered what was hidden in plain sight.”
“Introducing Blind Spot Monitor. One of the many new features in the Volkswagen IQ.DRIVE safety system. Using advanced radar sensors, Blind Spot Monitor sees what you don’t see and alerts you to potential hazards via a light display on the windshield side. Check:
In the video, through the middle view, it is impossible to see more than a dark spot. But, as the image moves to the side, images of injured people begin to emerge – symbolizing the accidents that can be caused by drivers not having a view of the field in question.
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- The color chosen to be used in the packaging stands for the ability to absorb up to 99% of light rays, as well as to hide the sculpture in front of the open;
- VW has installed machines at the company’s main business and meetings;
- Focused on helping drivers avoid accidents and objects in the blind spot, the project concept took six years to complete.
To ensure the installation was as realistic as possible, we worked with specialist product designers to create accurate representations of those most vulnerable on the road – drivers and cyclists delivering food.
With information from Muse and Clio It is B9
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