True Life Costs

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Volkswagen is currently focusing on value – specifically the widely held, erroneous belief that their cars are more expensive than most of their competitors. They wanted to show that, over time, Volkswagens almost always work out to be cheaper. This was an awareness message that needed to reach beyond the people who were thinking about car purchases in the near future.

We created a miniature interactive village through which visitors could roughly calculate the long term costs of various aspects of their life: family, fun, holidays, food, home and of course, a Volkswagen car. The aim was to show that the little things really do add up over time, and that Volkswagen is on the case. Once calculated, visitors can share and compare their surprising results with Facebook friends.

The beautifully detailed village was shot using a tilt-shift style to exaggerate the small scale feel. Multiple camera passes allowed us to incorporate the streets and buildings into an interactive environment that users can move through as they explore the cost of living their lifetime.

The site is a great way for Volkswagen to engage with people in a fun and interesting way while addressing the complex subject of the whole life costs of owning and running a car.

The Site





The making of True Life Costs