|Title||ABANDONED STATION 3|
|Product / Service||VOLKSWAGEN|
|Category||D03. Print & Publishing|
|Entrant||CHEIL Hong Kong, HONG KONG|
|Idea Creation||CHEIL Hong Kong, HONG KONG|
|Media Placement||CHEIL Hong Kong, HONG KONG|
|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|
Brief: Announce the launch of Volkswagen’s all-electric ID. range. Idea: Soon, petrol stations will be a thing of the past.
The all-electric ID. range is here.
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. 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.