Volkswagen have launched their latest ad campaign, The Polo Principle, geared toward democratising the innovation process by allowing people to design their own VW mock up.
A panel of judges will assess these designs with the 40 most creative sent for 3d printing and exhibition in Copenhagen this May. The scheme voted best at this exhibition will be put on a real Polo which will be loaned to the designer for a two month period over the summer.
Devised by DDB Denmark and Society 46 the campaign is being backed up by a series of Youtube films and is intended to form the first blast of a long term campaign across all media.
Simon Higby, creative brain behind the initiative, told The Drum: “It's all about the principle on which Volkswagen build the Polo – that they make the best technology and innovations available for all. For example: Innovations that are only available on the top of the range Audi are available to polo drivers.
“The idea is that this is a campaign that can run for a long time in the same way The Fun Theory does. We are building the language of Volkswagen - theories, principles...”