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Network of the Year: BBDO

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Silver Winner

The NEW Category
Entrant: Proximity China, Beijing
Volkswagen - The People's Car Project
Media Type: Social Network Communities, Websites
Corporate Name of Client: Volkswagen Group China
Agency Account Directors: Enko Von Arnim/Devin Beringer
Agency: Proximity China, Beijing/Goodstein & Partners, Beijing
Executive Creative Director: Georg Warga
Creative Directors: Brandon Burns/Yufan Cheng/
     Felipe Ferreira/Daryl Villanueva
Copywriters: Vivian Liu/Jojo Zhang
Art Directors: Kathrin Guethoff/Andy Li
Photographer: Till Leeser
Production Company: weareflink@CONTRA, Hamburg/Beijing
Director: Niko Tziopanos
Executive Producers: Hans Dornseif/Andreas Lampe
Producers: Muriel Dornseif/Karsten Muller
Sound Design Company: Supreme Music, Hamburg
Motion Graphics: Hymn Wong
Brand Management Consulting: Greenkern

Basic description of the project:
China, 2011-Facing increased competition and falling market share, Volkswagen decided to change not only their advertising, but also their products. Instead of building cars for the people, they would start building cars with the people. We called it: ‘The People’s Car Project.’A co-creation program that re-invents how cars are conceptualized, designed and built. We would inspire the people to develop ideas and provide tools for them to realize them. Then distribute their creations to stimulate voting and commentary and finally pass the best ideas to Volkswagen experts to evaluate and ultimately co-create the next People’s Car.

LIA 2011©

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