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Volkswagen Carl Warner

Volkswagen unveils direct mail campaign to promote Golf Mk VII with Proximity London


By Gillian West, Social media manager

February 8, 2013 | 2 min read

Volkswagen has employed both photographer Carl Warner and Proximity London to produce its latest direct mail campaign promoting the new Golf.

The creative deconstructs the Golf and uses the car parts to create a 3D CityScape along with the proposition: “There’s so much more to discover behind the wheel of a new Golf”.

Volkswagen tasked Warner and Proximity London with demonstrating that while the latest generation Golf may not look radically different, under the surface it has been redesigned with new features.

Tom Wharfe, marketing communications manager at Volkswagen, commented: “When customers make a major purchasing decision, they look beyond the surface gloss to the product truths underneath. Proximity has cleverly created a communication which portrays the depth of changes in the new car and which we hope will be appealing to our audience.”

Warner’s reputation as the ‘Willy Wonka of photography’ for his scenes created from sweets and other food stuffs landed him the role, with Volkswagen citing his ability to turn simple objects into beautiful landscapes as a factor in his hiring.

The campaign aims to target Golf customers, both existing and lapsed, and prospective customers who have demonstrated an interest.

Proximity London executive creative director, Caitlin Ryan, added: “Carl is a real craftsman, and working with him was a great experience for the team. We see Volkswagen as a brand that really prides itself on its design heritage, so for us it was vital that we reflected that in our work. This piece does exactly that."

Volkswagen Carl Warner

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Proximity London

Proximity London is an award-winning customer experience agency that brings brands and people closer together through authentic human experiences.


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