I'm not a fake is Volkswagen's first ever, interactive ad to use reCAPTCHA recognition technology as a communication platform.
Studies showed that the purchase of fake spare parts in the Middle East was a growing problem on e-commerce sites. The same sites where reCAPTCHA recognition technology is usually used as a verification process. Instead of using random images to verify the user isn’t a robot, people have to select the fake part.
The campaign's being rolled out through the region, into media focusing on the automotive industry, targeting those who are either looking to buy a Volkswagen or are purchasing parts for one. Reminding people that fake parts are not always this easy to spot and leading people to the only place where they can be secure in the knowledge that they are getting original car parts – the Volkswagen dealership.
Experience the reCAPTCHA here: https://volkswagen-me.info/Website/Form/TestDrive/
My role: Creative Direction
Nominations so far:
Featured at Lürzer's Archive
Nominated Best campaign of the week by Best Ads