Industry Craft > Art Direction

CORN

VMLY&R COMMERCE ARGENTINA, Buenos Aires / VOLKSWAGEN / 2020

Awards:

Shortlisted Cannes Lions
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Demo Film
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Overview

Credits

OVERVIEW

Cultural / Context information for the jury

In our country the truck has a fundamental importance in the industry. As the trains are of less influence, everything is transported by trucks and precisely, these Volkswagen trucks are those linked to agriculture. They carry and bring everything that agriculture produces. On this occasion, we were launching the bi-trains that are those trucks that have one more trailer and allows them to carry twice the load on each trip so we focused on a daily situation such as when we have a loose thread in our garment that when you pull you unravel the garment taking it with you.

Tell the jury about the art direction.

In each different piece we want to take to life this feeling of "you are talking with you something from your place".

All the things are actually made, from the truck, to the fields, and the cows. The idea of having in each different print something from the Corn, the Wheat or The tea, was so big from us. It was a big thing to be consecuents about the sensibility and the respect of the field.

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