Tribal Worldwide Visualizes Parking Assist for Volkswagen Passat

Tribal Worldwide found a unique way to promote the Volkswagen Passat’s parking assist feature in its latest ad for the brand.

The agency worked with Andy Serkis’ Imaginarium Studios on a series of four spots for the brand. “Park Assist,” the first of these (featured above), visualizes the vehicle’s technology, making it appear as if the viewer is seeing things through the car’s point of view, before returning to the vehicle’s proud owner and his rather impressed passenger. To achieve the effect, The Drum explains, the team “rigged a Passat with infrared cameras which collected positional data that was translated in real time and used to create a CGI environment around the car.” The result is impressive, visually striking and a nice change of pace for the brand, which has traditionally sold itself on its durability, reliability and affordability rather than its technological features.

“The [technology focus] is where the brand is right now,” Silke Anderson, Volkswagen UK communications manager, told The Drum. “Innovation has always been core to everything that we do and with the Passat so full of technology we felt it was the perfect opportunity to bring this tech to life and get people talking about it in an excited way. Unless you drive the car then it’s hard to visualise how the systems and the sensors are working.”

Tribal Worldwide Shovels it Forward for Canadian Tire

DDB Tribal Worldwide, Toronto launched one of the most Canadian campaigns you’ll see for Candian Tire, a call on viewers to “Shovel It Forward” — that is, shovel a neighbor’s driveway and leave a shovel carrying a message for them to do the same.

“This program is rooted in the age-old practice of shoveling a neighbour’s driveway or sidewalk, simply because it’s the Canadian thing to do,” explains Joshua Stein, executive creative director at Tribal Worldwide, Toronto. “No brand understands life in Canada better than Canadian Tire. Shovel It Forward is a great way for us to demonstrate this.”

In the campaign video, a father wakes a sleeping daughter to help him shovel. Eventually it is revealed that she is shoveling not their driveway, but the neighbor’s, an older woman who looks very appreciative. “Shoveling a neighbor’s driveway is as Canadian as winter itself,” says a voiceover at the conclusion of the spot, followed online by asking viewers to visit the ShovelItForward.ca, where they can see which locations have been shoveled and share their own stories. A social campaign on Facebook and Twitter will also support the effort for the next four weeks, featuring promoted photos and videos.

UX Director Peter Gallo Goes from Tribal to Code and Theory

Peter-UX-600x200-2To follow up on last week’s post about changes at Tribal Worldwide, we’ve confirmed that Peter Gallo left the position he held there for less than a year to become a UX Director at Code and Theory.

Some quick background: prior to the Tribal gig, Gallo served as UX strategist at Grey New York after five years at @radical.media.

The agency had no comment beyond confirming the hire.

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Multiple Departures at Tribal Worldwide

tribal_logoWe’ve confirmed a round of turnovers at the offices of Tribal Worldwide.

The tips we received listed multiple project managers and experience designers as now-former employees, with names including Kevin O’Connor, Alex Lynch, Omkar Palekar, Peter Gallo, Nikhil Mitter and Rocky Romano.

An agency spokesperson commented:

“In the normal course of business, people are presented with opportunities to take on different, new, and challenging opportunities. As sad as we are to see some of our colleagues leave Tribal to pursue these new opportunities, we’re happy that other companies recognize their talent and the value of the experience they have gained at Tribal. We also wish them well and look forward to welcoming new colleagues in their stead.”

Updates if/when we receive them.

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