| Title | THE ID.ANTHEM |
| Brand | VOLKSWAGEN |
| Product / Service | VOLKSWAGEN VEHICLES |
| Category | A04. Production Design / Art Direction |
| Entrant | CHEIL WORLDWIDE BEIJING, CHINA |
| Idea Creation | CHEIL WORLDWIDE BEIJING, CHINA |
| Production | BLACK + CAMERON Shanghai, CHINA |
| Post Production | ACHT FRANKFURT Frankfurt, GERMANY |
| Name | Company | Position |
|---|---|---|
| Kuo-Hi Lee | Volkswagen (China) Investment Company Co., Ltd. | Head of Project House |
| Maggie Lu | Volkswagen (China) Investment Company Co., Ltd. | Brand Manager |
| Ian Zhu | Porsche Consulting Ltd. | Brand Consultant |
| Qi Wang | Volkswagen (China) Investment Company Co., Ltd. | Specialist |
| Bill Yom | Cheil Worldwide Beijing | Head Of Creative/Executive Director |
| Flip Sorree | Cheil Worldwide Beijing | Creative Director |
| CHRISTOPHE WILLOCX | Cheil Worldwide Beijing | Senior Copywriter |
| Binman Wang | Cheil Worldwide Beijing | Senior Copywriter |
| Pierre-Louis Marchal | Cheil Worldwide Beijing | Senior Art Director |
| Serge Platkovskiy | Cheil Worldwide Beijing | Creative Strategy |
| Bo Yi | Cheil Worldwide Beijing | Associate Creative Director |
| Hualong Wong | Cheil Worldwide Beijing | Junior Copywriter |
| Yuling Yi | Cheil Worldwide Beijing | Junior Art Director |
| Raina Zhang | Cheil Worldwide Beijing | Deputy General Manager |
| Maggie Zhong | Cheil Worldwide Beijing | Group Account Director |
| Yanjun Guo | Cheil Worldwide Beijing | Account Manager |
| Ken Huang | Cheil Worldwide Beijing | Senior Account Executive |
The Film shows the struggle of our Target Group and the Effect our ID.Anthem Song’s Message “It starts with me”. Once you hear the Song that message makes you to do the right thing, you want. Some of the Actors in the Film are real People (our Brand Ambassadors), who are real Game Changers in their Industry. A Fashion Designer, who creates a Fashion out of trash or a Chinese Painter, who bridges the Gap of traditional with contemporary Art and our Main Hero the Musician Taiyi who created the ID.Anthem Song.
The ID-Logo in the Film represents the ID.Logo of the ID.Brand and the Chinese Character “Me”. It is connecting the Brand Message with our Consumer Message “it starts with ME”.
The Look and Feel is representing the new VW Brand Identity: a vibrant grading, younger Casting and uplifting Music. Every Car shot has been executed in CGI, due to the Pandemic.