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The People's Car Project - Volkswagen

Volkswagen was facing increased competition and falling market share in China. To counter these challenges we decided to change not only their advertising but also their products. Instead of building cars for the people, Volkswagen would start building cars with the people. And we called it "The People's Car Project" Volkswagen in German and Chinese it literally means the ‘People’s Car’, and it was a 2 years program to generate consumer dialog and re-invent how cars are ideated, designed and built. To inspire the people to create ideas in and around cars we had to reset everything they know about cars. AWARDS — Cannes Lions — 2012 Direct, Automotive Services, Bronze — London International Awards — 2011 Integrated Campaign, THE NEW Category, Silver — Digital Media Awards Pacific Asia — 2011 Agency of the year 2011 Platinum (Special Award for Campaign of the Year) 2011 Gold in Automotive Campaign 2011 Gold in Website 2011 Gold in B2C — Spikes Pacific Asia — 2012 Gold in PR, Best Use of Social Media 2011 Integrated Campaign Silver 2011 Film Craft Bronze — AME Asian Effectiveness Awards — 2012 Best Integrated, Silver — John Caples International Awards — 2012 Viral Video Marketing, Gold 2012 Integrated Campaign, Silver 2012 Ambient Guerrilla, Bronze — Others — 2011 MAAD Awards, Integrated Gold 2011 MAAD Awards, Online Video Silver 2011 MediaChina Awards, Most Innovative Brand 2011 MediaChina Awards, Most Valuable Campaign of the Year 2011 China Advertising Great Wall, Integrated Bronze

Project Roles
Art Director, Editor (Film/TV), Motion Designer
Company
Volkswagen
Skills
Art Direction, Motion
Media
2D Animations, 3D Animations, Advertising, Branding
Project Industries
Automotive
The People's Car Project - Volkswagen
The People's Car Project - Volkswagen
The People's Car Project - Volkswagen