PEOPLE'S CAR PROJECT

Short List
TitlePEOPLE'S CAR PROJECT
ClientVOLKSWAGEN
Product / ServicePEOPLE'S CAR PROJECT
CategoryD01. Integrated Digital Campaign
EntrantPROXIMITY CHINA Beijing, CHINA
Entrant Company:PROXIMITY CHINA Beijing, CHINA
Advertising/Web Design Agency:PROXIMITY CHINA Beijing, CHINA

Brief Explanation

China, 2011. Volkswagen decided to change not just their advertising but also their products. Instead of building cars for the people, Volkswagen decided to build cars with the people. We called this: ‘The People’s Car Project.’ A fully integrated campaign lead the people to a co-creation online platform that is fully embedded in the Chinese social media. On the platform people can create ideas for cars, design them, compete and share them with their peers. The best ideas will be used in the first Volkswagen truly created by the people for the people.

Credits

Name Company Position
Georg Warga Goodstein & Partners / Proximity China ECD
Creative Team Proximity China
Devin Beringer Proximity China Planning Director
Enko von Arnim Proximity China Business Director
Chris Yew Proximity China Producer
Application Development North Kingdom
Backend Production Pyramid Consulting
Film Production weareflink@CONTRA