What Volkswagen Passat ‘Pleasure Before Business’ tries to address is how ritual plays in our life. As a transformational mechanism, ritual is so important but also hard to observe and describe. Is there a better way to execute this idea into campaign or event?
Volkswagen claimed this augmented-reality print fully reflects their vision of being innovative. But, if considering how many barriers, owning iPhone and downloading app, consumers have to conquer before experiencing this innovation, I really doubt if this is a valuable investment.