The Front Assist system uses a radar sensor to detect when the distance of the vehicle in front is critical. In dangerous situations, it alerts the driver with visual and acoustic signals and with a warning jolt of the brakes. If the driver doesn't react, it generates the necessary braking pressure to avoid the collision. We had to find a technologic and surprising way to to make the new Front Assist understandable to anyone. We convey the Front Assist's benefit directly to the characteristics and usability of an iPhone or an iPad. We called it The Crash Zoom.
Client: Volkswagen
Advertising Agency: DDB, Spain
General Creative Director: José María Roca de Vinyals / Creative Directors: Javier Meléndez, Xavi de la Cruz
Copywriter: Iratxe Cabodevilla / Art Director: Aldo Ferretto / Technical Director: Emilio González
Business Director: Gorka Lozano / Account Director: Javier Villalba
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