Client wanted us to draw attention to the noise reduction technology in the new Golf. This TVC demonstrates that proposition.

We chose to do the live outdoor activation in one of the busiest recreational areas in Cape Town using a professional marching band. The band was enlisted to walk the entire 4km promenade performing their routine, but with absolutely no sound. From the beginning, pedestrians immediately took notice of this oddity, taking photos and tweeting about what they were experiencing.

By the end, every person on the promenade had experienced the silent marching band. Client loved the impact it had on members of the public who essentially became a live audience for a few hours. Word spread about the experience and the activation is now in planning to be performed in public-use areas across Cape Town, Johannesburg, Durban and Port Elisabeth.