VW & The Sundance Film Festival.

Establishing presence in Park City, Utah.

As a Sundance sponsor, we felt there was no better way to nurture the independent creative spirit than to do whatever we could to help promote  the heck out of the films.

And with the help of the audiences - die hard film fans in their own right -  we initiated the idea of creating a buzz.

So we grabbed a video camera and asked the audience to talk about their favorite films, and at the same time we let folks get behind the wheel of the new Touareg and gave them a chance to talk about the ride. The focus, from t-shirts to hats to postcards and coasters, was about helping to promote the Sundance films.

Film Festival Elements

  • Support Movies

    Support the Movies Central

    Send postcards (we’ll pick up the postage). Make hats and t- shirts (we’ve got sharpies). All we ask is that you get on camera and talk-up this year’s must-see movies. Come by and start a buzz about your favorite Sundance Film Festival movie. Then stay tuned... Your movie reviews will play around town at various Sundance parties and events.

  • Coasters

    Coasters Hundreds of coasters, along with sharpie markers, were left in around town at various bars and restaurants. Leaving no opportunity to help promote these movies unturned.



  • Drive-in Movie Party

    Close to a thousand festival-goers attended the Volkswagen Drive-in Movie party. It was a hip VIP party on a horse ranch. We set up a big screen, hired a hot Los Angeles-based VJ and parked a bunch of Volkswagens in front of the screen. Movie- style snacks and beverages were served. And the dance floor was never empty.


  • Surprise and Delight

    Our Surprise and Delight Crew handed out hot chocolate and Krispy Kreme donuts each chilly morning to the slews of moviegoers standing in line to get tickets.




  • The Red Carpet

    As a sponsor of a number of film festivals it felt fitting we roll out the red carpet. Made up of actual dyed floor mats taken from every Volkswagen model, this unique piece appeared outside theaters at premieres and at Volkswagen- organized parties.



  • Salt Lake City Airport: Human Billboards

    This budget friendly airport media space idea made a connection to our official automotive sponsorship. Actors playing chauffeurs stood amoung actual chauffeurs holding humorous signs honoring this year’s finalists. All Sundance attendees travel to the festival through this one airport.

 The Main Street Lounge.

A Collaboration with Todd Oldham Studios

The Main Street Lounge was a temporary 10 day build-out of a local art gallery in the heart of downtown Park City, Utah. It served as “cool kids” headquarters for the entirety of the festival.

The space was completely gutted and reimagined as a place for festival attendees and talent to take a break, do an interview, check email, warm up or charge a phone. From conception to finish and in partnership with Todd Oldham Studios we created a cozy space fully custom-designed to enhance the Sundance experience.

Some elements included:

  • The back-end of a 1973 VW Vanagon worked as wall art and showcased VW-sponsored events with bumper stickers.

  • Serving trays made from street signs, candy dishes made from traffic-light lenses and throw pillow that were created from vintage Volkswagen t-shirts. 

  • Furniture from the Todd Oldham by La-Z-Boy collection.

  • Photography from John Arsenault’s VW print campaign.

  • Original canvasses painted by Hillary Moore to commemorate the launch of the New Jetta.

The place was “non-stop” action, round the clock.

The NewYorker Festival.

Volkswagen & The New Yorker Festival

The New Yorker Festival and The Humor Review

The first year we participated, we wrapped a fleet of New Beetles to look like New York Taxis to help to build excitement for the festival. In addition to other sponsorship elements, giveaways and experiences, Volkswagen was the presenting sponsor of the famed Humor Review.

We handed out commemorative keychains with pre-recorded laugh tracks and promoted our partnership with Beetle Taxi themed posters and other promotional materials. 

The New Yorker Festival with Laurie Rosenwald

The next year we turned to graphic designer / illustrator / author / comedienne / painter and native New Yorker Laurie Rosenwald to help us show, through her wonderful illustrations, how Volkswagen fits into New York City life.

We gave away limited edition Rosenwald posters, wrapped cars in more of her icon designs and hired a local hot dog vendors to hand out free NYC dawgs.

Elements

Cadillac & Rolling Stone Magazine.

Cadillac & Rolling Stone Magazine’s 40th Anniversary Celebration

Rock and Roll started to emerge as a music genre in United States during the late 1940s. It was a hybrid of many of America’s musical styles, and when it finally acquired the name Rock and Roll in the 1950’s - it was considered to be “America’s music”.

Cadillac shares this spirit. It is America’s car company. It’s own tagline, “Life, Liberty and the Pursuit,” is a nod to our civil rights as mentioned in the United States Declaration of Independence. From a heritage perspective, Cadillac and Rolling Stone have a special kinship.

Then of course, there is this the undeniable fact that so many Rock and Roll legends themselves have owned a Cadillac at some point while they pursued their music career. Johnny Cash, Travis Barker, Joan Jett, and of course Elvis. They have driven Cadillacs, and they have written songs about them. From Pink Cadillac, to Black Cadillac to Long White Cadillac to Brand New Cadillac. The Cadillac has an iconic place within the world of music.  

So we considered our common history, the roles we play in each other’s worlds and we thought how that might manifest into something that music fans and car lovers alike would relate to.

Elements

  • Swag : Shuttles & Pool Presence

    Cadillac put a new spin on the concept of a test drive and offered VIP guests a ride to and from concerts - as well as rides down Vegas’ most popular highway - The Strip. Cadillac took over the pool scene at the event’s hotel HQs and offered branded floats, towels, fans and signatures cocktails to the 21+ crowd.

  • Concert Venue Display

    A vehicle backdrop of amp cabinets displaying the Cadillac crest.

  • Pre-show Movie Trailers / Concert Posters

    Utilizing out-take footage from existing interviews with Rock and Roll Cadillac owners, we ran pre-show promos at festival concerts. Accompanying posters hung in concert venues.

    Cadillac. Official Vehicle of Rocker and Rollers for over 40 years.

  • Commemorative Ad in Rolling Stone Magazine

    Ad features magazine covers of actual Cadillac owners. Reads: The official car of Rock and Rollers for over 40 years.

  • Hand-Crafted Art Glass Belt Buckle

    These limited edition buckles were created by artist Laurie Freivogel and given, along with an American made Nappa leather belt, to celebrities and A-listers.