The NEW CategoryEntrant:
Volkswagen - The People's Car Project
Credits 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.