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FOR IMMEDIATE RELEASENEWS RELEASE

The Great Volkswagen Art Heist

They say that beauty is in the eye of the beholder. But if Volkswagen Canada has their

say, beauty will be in the hand of the person who’s stealing it. At least that’s the idea

behind an ongoing out-of-home campaign celebrating the launch of the turbocharged

2012 Jetta GLI.

Beginning in October, pop-up “Performance Art” galleries began to appear in major

cities across Canada. The outdoor exhibits feature limited edition, hand-numbered, framed

long-exposure light painting photographs created by the 200-horsepower Jetta GLI. While

the frames have been hung for all to admire, they haven’t been hung that securely, allowing

more daring admirers to claim the artwork for themselves. Thieves are being asked to share

their steals, and Volkswagen Canada’s Facebook page has already received numerous

photos from fans decorating homes and of!ces with the eye-catching imagery.

“The idea for the entire GLI campaign was ‘Driving can be beautiful.’ And from what

we‘ve already seen, it’s beautiful enough for people to plunder for their living room wall,”

observed Steve Carli, President of Red Urban Canada.

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The photographs were taken as part of an integrated campaign for the All-New Jetta GLI,

which employed an innovative !lming technique, using both a motion and a long exposure

stills camera, to record the light trails of the vehicle as it streaked through the night. The

resulting 30-second television commercial pairs together the high-speed maneuvering of

the Jetta GLI with long-exposure photographs of the resulting light trails, captured from

the exact same angle, for a mesmerizing and authentic performance.

Those who haven’t been fortunate enough, or fast enough, to get their hands on a piece

of the Jetta GLI’s performance should stay vigilant. Volkswagen Canada has revealed that

a second phase of the Art Heist is rolling out in the coming weeks that will take the hunt

online and into social media. They also made it clear that potential art thieves will have to

act even faster this next time around.

Founded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the

largest volume European automotive nameplate in Canada, and sells the Golf, Golf

Wagon, Golf GTI, Beetle, Jetta, Jetta GLI, Eos, Passat, Tiguan, Routan, and Touareg

through 133 independent Canadian Dealers. It is the leader in affordable TDI Clean

Diesel vehicle sales in Canada, and forms part of Volkswagen Group Canada Inc., a

subsidiary of Volkswagen AG headquartered in Wolfsburg, Germany.

Volkswagen is one of the world’s largest producers of passenger cars and is Europe’s

largest automaker.

Red Urban, an advertising agency in Toronto, Canada, is one of Volkswagen Canada’s

Agencies of Record, and a member of the Omnicom group of companies.

For more information, contact:------------------------------------------------------------------------------

Thomas TetzlaffManager, Public RelationsVolkswagen Canada777 Bayly St W

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Steve CarliPresidentRed Urban33 Bloor Street East, Suite 1100Toronto, Ontario, M4W 3T4scarli@redurban.cawww.redurban.ca

CREDITS :---------------------------------------------------AGENCY. Red Urban Canada

CREATIVE DIRECTOR. Christina Yu

ART DIRECTOR. Joel Pylypiw

COPYWRITER. Dave Barber

AGENCY PRODUCERS. Andrea Hull

ACCOUNT SUPERVISOR. Sonia Ruckemann

PRINT PRODUCTION: Ad Rules

SOUND AND MUSIC. Eggplant

MUSIC PRODUCER. Adam Damelin

PRODUCTION HOUSE. Untitled Films

DIRECTOR. Hubert Davis

EXECUTIVE PRODUCER. Lexy Kavluk

LINE PRODUCER. Tuula Hopp

DIRECTOR OF PHOTOGRAPHY. Adam Marsden

EDITING HOUSE. Rooster Post

EDITOR. Dave De Carlo

POST PRODUCTION HOUSE. The Vanity

COMPOSITOR. Naveen Srivastava

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The Jetta GLI “Driving can be beautiful” campaign launched earlier this year on television and online. A 30-second commercial featured a light painting created by the headlights and tail lamps of the 200-horsepower Jetta GLI as it streaked around a darkened parking lot creating the Volkswagen logo.

View the 2012 VW Jetta GLI “Driving can be beautiful” spot: http://youtu.be/FdC31gmrYHAView the behind the scenes: http://youtu.be/lSV5wK1GzHA