Creative Direction

People's Car Project by Volkswagen

Volkswagen decided to turn their business inside out. Instead of building cars for the people, we began building cars with the people. We called it: ‘The People’s Car Project’, a long-term co-creation platform that re-invents how cars are ideated, designed, and built. Volkswagen designers together with over 3.1 million fans on social help to upgrade current cars and shape future ones.


Building The People's Car

As an epic conclusion for the project, we had to take all 260.000 ideas submitted by over 30 million people and create one car. Volkswagen created an online series where they invited the top automotive design students in China to compete and build the car. We unveiled the winning car — Volkswagen 4 Fun — at the 2013 Shanghai Auto Show.

Hover Car Film

Volkswagen brought one girl’s award-winning idea for a hover car to life. We celebrated her idea by creating a film, which featured her parents test-driving her hover car. The film was then revealed to the girl at a private movie premiere, where her friends, family, and a flash mob joined in celebration.


— Cannes Lions —
2013 GOLD Branded Content & Entertainment
2013 Direct Bronze, Automotive
2013 Media Shortlist, Best Use of Branded Content
2012 Direct, Automotive Services, Bronze
2012 Cyber Best Digitally Led Integrated, Shortlist
2012 Promo, Best Integrated Led by Activation, Shortlist
2012 Promo, Automotive Services, Shortlist
2012 Media, Best Digitally Led Integrated, Shortlist

— London International Awards —
2011 Integrated Campaign, THE NEW Category, Silver
2011 Design Finalist
2011 Digital Automotive Finalist

— Spikes Pacific Asia —
2012 Gold in PR, Best Use of Social Media
2011 Integrated Campaign Silver
2011 Film Craft Bronze

— New York Festival —
2011 Interactive Website, Shortlist
2011 Integrated Mixed Media Automotive, Shortlist

— One Show Club —
2011 Merit award in Integrated Campaign
2011 Merit award in Websites/Social Campaign

— Effie Awards —
2012 Integrated Campaign, Hover Car, Gold

— Digital Media Awards Pacific Asia —
2011 Agency Of The Year, BBDO Proximity
2011 Platinum (Special Award for Campaign of the Year)
2011 Gold in Automotive Campaign
2011 Gold in Website
2011 Gold in B2C
2011 Silver in Best Integrated Campaign
2011 Silver in Online Marketing
2011 Silver in Best Use of Social Media

— AME Asian Effectiveness Awards —
2012 Best Integrated, Silver
2012 Branded Content, Shortlist

— John Caples International Awards —
2012 Viral Video Marketing, Gold
2012 Integrated Campaign, Silver
2012 Ambient Guerrilla, Bronze
2012 Best Art Direction, FInalist

— 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