Asking all the people in China for their views on what would make the perfect ‘people’s car’ is a pretty tall order (there are over one billion of them including 450m internet users) but that’s what Volkwagen and agencies Goodstein & Partners and Proximity Beijing have done in this campaign by directing collective weareflink, working with Contra Productions China. Goodstein creative director George Warga was in charge.
Volkswagen means people’s car in German and became such in 1930s Germany.
The campaign has already picked up a number of gongs including awards at the Media China Branding & Marketing Awards and the recent Spikes extravaganza which is rapidly becoming Asia’s version of Cannes.
Weareflink, which is represented by London-based Independent, was founded two years ago but has already established itself with some big advertisers and agencies.