Achtung! Netherlands keeps doing great work with big ideas for Volkswagen, Netherlands. To give London the loudest and most wildly enthusiastic Dutch Olympic team supporters, the agency created an 'orange-motion technology' that powers the car with noise.
Here's how it works. The special edition Volkswagen up! has a decibel recorder linked to its accelerator. Cheering from within the car is converted into motion. The louder the cheering, the faster the car moves.
Sadly for the fun of the concept – though perhaps not for all the spectators – the car had to be fitted with safety features that limit the top speed to just 30 kms per hour. A set of conventional pedals for the driver were also included.
Daily competitions were held prior to the Olympics for Dutch fans to try to race the Volkswagen on a 100m track - by cheering. Winners were given tickets to the Olympics.
The accompanying TVC and making of video are by Comrad. IT development was by B-Lex Enschede and sound design by Big Orange. Achtung! was founded in 2005 and began winning awards almost immediately. It specialises in building intuitive online experiences using state of the art technologies – an ambition which earned it the Dutch Spin Award for interactive agency of the year in 2007, 2008 and 2010.