The #VWArtHeist, featuring the work of the All-New 2012 Jetta GLI, is on. Find your frame before they're all gone. More clues to come on twitter.com/vwcanada.

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Memo Note Letter 1100 - 33 Bloor Street East
Grocery List Press Release Toronto, ON M4W 3H1
Ransom Note To-Do redurban.ca
RED URBAN
FOR IMMEDIATE RELEASE
NEWS 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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Memo Note Letter 1100 - 33 Bloor Street East
Grocery List Press Release Toronto, ON M4W 3H1
Ransom Note To-Do redurban.ca
RED URBAN
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 Tetzlaff Steve Carli
Manager, Public Relations President
Volkswagen Canada Red Urban
777 Bayly St W 33 Bloor Street East, Suite 1100
Toronto, Ontario, M4W 3T4
scarli@redurban.ca
www.redurban.ca

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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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RED URBAN
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/FdC31gmrYHA
View the behind the scenes:
http://youtu.be/lSV5wK1GzHA