±±¾©Èü³µpk10

Volkswagen is promoting its Lupo model with a lenticular postcard

campaign that ties in with cinema ads bought around scary films.

The postcards, which form part of a £2.5m mixed media drive, will

be placed in cinemas nationwide.

They are designed to tie in with ads placed around films including The

Others, Apocalypse Redux, Ghost World, The Devil's Backbone and John

Carpenter's Ghosts of Mars.

The lenticular execution features the 'demon baby' image, which was

created by BMP DDB. When the card is tilted, the baby's eyes show up in

place of the headlights of the Lupo.

Mediacom planner Luke Bozeat booked the campaign through Boomerang

Media's senior sales executive, Ruth Chapman.

A further mix of ambient activity includes projections on buildings and

club fliers featuring the 'demon baby' face.

Bozeat said: "The postcard ties in perfectly with the cinema activity

we're doing, surrounding movies that reflect the style of the ad."