ABANDONED STATIONS

Short List
TitleABANDONED STATIONS
BrandVOLKSWAGEN
Product / ServiceVOLKSWAGEN
CategoryB03. Posters
EntrantCHEIL Hong Kong, HONG KONG
Idea Creation CHEIL Hong Kong, HONG KONG
Media Placement CHEIL Hong Kong, HONG KONG

Credits

Name Company Position
Paul Chan Cheil Hong Kong Chief Creative Officer
Lili Jiang Cheil Hong Kong Group Creative Director
Ivan Au Cheil Hong Kong Associate Creative Director
Kevin Cheung Cheil Hong Kong Associate Creative Director
Paul Chan Cheil Hong Kong Copywriter
Lili Jiang Cheil Hong Kong Copywriter
Tatiana Le Cheil Hong Kong Copywriter
Ivan Au Cheil Hong Kong Art Director
Kevin Cheung Cheil Hong Kong Art Director
Ralph Gräf N/A Photographer

Background

Announce the launch of Volkswagen’s all-electric ID. range.

Describe the creative idea (40% of vote)

Soon, petrol stations will be a thing of the past.

Describe the execution (40% of vote)

Strategy: With a wittiness that has become a hallmark of Volkswagen advertising, the strategy was to poke fun at petrol cars. And imply that petrol stations will soon become a thing of the past. Execution: In line with Volkswagen’s mission of moving people forward, every intricate detail was meticulously planned, captured and crafted to dramatise the imminent demise of petrol stations.

List the results (20% of vote)

Volkswagen had found its voice. The campaign became a tongue-in-cheek representation of its new all-electric ID. range. And the meticulous craftsmanship became a symbol of its unwavering devotion to the future.