WE WILL MEET AGAIN

TitleWE WILL MEET AGAIN
BrandVOLKSWAGEN COMMERCIAL VEHICLES TAIWAN
Product / Service#WENOTME VOLKSWAGEN BRAND ESSENTIALS
CategoryF05. Cultural Insight
EntrantREDBIT PICTURES Taipei City, TAIWAN
Idea Creation REDBIT PICTURES Taipei City, TAIWAN
Idea Creation 2 VOLKSWAGEN Taiwan, TAIWAN
Production REDBIT PICTURES Taipei City, TAIWAN
Additional Company IDEATA Taipei, TAIWAN

Credits

Name Company Position
Hung Kai Tseng Redbit Pictures Film director
Mike Lee Redbit Pictures Film editor
Victor Ting Audi Volkswagen Taiwan Marketing Director
Sammy Chen IDEATA Advertising Co., Ltd. Creative Director
Uilin Wang Redbit Pictures Creative Director
Yi Chern Ho Redbit Pictures Creative Director
Shaina Liu Audi Volkswagen Taiwan Marketing Assistant Manager

Write a short summary of what happens in the film

In Taiwan since 2009, Volkswagen Commercial Vehicles has been the official partner of the traditional “Dajia Mazu Pilgrimage”, one of the most legendary religious festivals in the world, which involves millions of pilgrims following Mazu's statue in a sedan chair for 340 kilometers, visiting four cities in nine days, in celebrating the birthday of Mazu, the Goddess of the Sea. The VW Amarok had the privilege to transport the Mazu balloon replica, has already become the symbolic icon among all the pilgrims. However, due to the Covid-19 pandemic, the “Mazu March Mania” was forced to be postponed, so our Mazu image and pilgrims were not able to participate. As an automotive brand that emphasizes the importance of #WeNotMe, especially during these difficult times, we’ve decided to take our Mazu image on a private ride and to pay tribute to all the pilgrims who are still fighting the pandemic wholeheartedly.

Please tell us about the cultural insight that inspired the work

The Covid-19 pandemic has not only pushed the public health system, but also tested Taiwanese people’s faith. As a response, despite all the inconvenience, certain epidemic prevention measures were strictly implemented, which required the selfless solidarity of people, including keeping social distance, constantly washing hands, and wearing masks in public. Queuing in long lines for masks in front of pharmacies became the normal daily life. Volkswagen is the brand that emphasizes the importance of #WeNotMe, we’ve decided to take a unique angle to tell this story. Through our confession to Mazu, on behalf of all pilgrims, expressed gratitude in the united power of people and also honored the medical personnel in the frontline. We believed that personifying the Mazu image by taking her through all the preventative measures and going on the pilgrimage alone is a symbolic way to motivate and encourage people uniting together in these challenging times.

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