Volkswagen
Polowers
THE RACE
The core idea around this project was to design an original and playful circuit, challenging users to win a Polo using their tweets.
It consisted of a race among Twitter users; by using the hashtag #pollowers, the car was pushed one step at a time through the circuit. Eventually, the car would run out of gas, and the last user who tweeted won the Polo.
4075 users participated in this collective race, over 150,000 tweets with the hashtag #Polowers pushing the Polo towards the goal.
The contest ended in less than 8 hours. Although the original estimation was around 3 days.
The youthful and enthusiastic character of the target audience was the main focus in order to create this race set.
Groups of colorful and lively islands were created to fill the space, consolidating a diverse and festive landscape. Using 2D black and white photos merged with 3D abstract and colorful shapes that forged a rich and unique contrast.
Agency: DDB Barcelona
Client: Volkswagen
ROLES:
Art Direction
Graphic Design
© Joan Moreno 2021