To celebrate the launch of the 2012 Jetta GLI, Volkswagen Canada launched ‘Art Heist’, a new campaign referencing the car’s beauty. Beginning in October, outdoor pop-up galleries cropped up across major cities in Canada featuring limited-edition framed photographs created by the light trails of the new Jetta GLI. Left for passersby to discover (and take home for free), a lack of security and the fact that the paintings were loosely nailed meant that a large number of them were stolen.
Of course, this was Volkswagen’s plan all along, and encouraged those who ‘stole’ the paintings to share their story online through the Volkswagen Canada Facebook and Twitter pages under the #VWArtHeist hashtag. Volkswagen Canada is announcing a second phase, with a social media spin providing clues to their locations. So, potential thieves better act quick this time around.