| Title | VOLKSPARKING |
| Brand | VOLKSWAGEN |
| Product/Service | AN INTERACTIVE BASKETBALL COURT |
| Category |
G02. Branded Tech Offline |
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Entrant
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DDB BRUSSELS, BELGIUM
|
|
Idea Creation
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DDB BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
DDB Brussels |
Creative Director |
| Odin Saillé |
DDB Brussels |
Creative Director |
| Romain Felix |
DDB Brussels |
Art Director |
| Johnathan Benois |
DDB Brussels |
Art Director |
| Silvie Erzeel |
DDB Brussels |
Account Manager |
| Kenn Van Lijsebeth |
DDB Brussels |
PR Manager |
| Sylvie De Couvreur |
DDB Brussels |
Account Director |
| Anneleen Vande Voorde |
DDB Brussels |
Account Executive |
| Stefanie Warreyn |
DDB Brussels |
Head of digital production |
| Sven Verfaille |
DDB Brussels |
Designer |
The Campaign
Volkswagen created Volksparking; a mobile basketball hoop with built-in sensors, searches empty parking spaces and turns them into playgrounds. Installed at a parking lot in Belgium, the installation allowed local residents to use the free spaces as a play area. The hoop makes use of customized software and took 8 months to produce.
Creative Execution
Volkswagen created Volksparking; a mobile basketball hoop with built-in sensors, searches empty parking spaces and turns them into playgrounds. Installed at a parking lot in Belgium, the installation allowed local residents to use the free spaces as a play area. The hoop makes use of customized software and took 8 months to produce.
The initiative got Volkswagen in the news again with positive exposure.
The installation attracted the attention of other cities. At the moment we are preparing the installation of 4 more Volksparkings in Belgium. And other cities like Detroit and Toronto got interested at well.
Volksparking was developed in partnership with MIT, the mobile hoop is just one of the many ideas to humanise parking lots.
The campaign had to create sympathy for the brand and play on it's core value : technology at the service of the people, not only those inside the car, but also outside the car.