Last but not least: safety distance
Thanks to the latest tech bells and whistles, Volkswagen drivers reliably maintain a safe distance from the car in front of them. Just as good—if not better—is the campaign promoting it.
Adaptive cruise control ensures (among other things) that the necessary safety distance is automatically maintained. In other words, cruise control takes the vehicle in front into account, allowing the driver to cruise even more relaxed. And if the distance suddenly becomes too small, the systems can intervene in various ways. For the drivers of "state-of-the-art" models, this has probably long been cold coffee, while the drivers of real older cars are still struggling with cumbersome concepts such as concentration, vehicle control and braking readiness.
Certainly a good idea on balance. But DDB Barcelona had an even better one: To promote VW technology, the agency took the safety distance literally and developed a beautiful media idea from it. This simple poster...
...only developed its effect through the places where it was hung/installed: Directly between neighboring competitors. A little distance never hurts. Even if it is surprisingly small in some of the examples below. Almost as small as on the highway. (hae)
