Recently I stumbled upon a strange but somehow interesting video featuring an older chinese woman shouting at a constantly morphing blue car.
I dugg around a bit and here is in a nutshell what this is about:
Basically it’s a Volkswagen campaign but with a twist. Because the company’s largest and most important market is China. On the other hand Volkswagen is German for “people’s car.” Reason enough to launch a revolutionary program (‘revolutionary’ being a great adjective for a chinese advertising campaign) called the “People’s Car Project,” which brings democratic car design to communist China.
“The People’s Car Project” campaign takes the company’s name at face value and invites the people of China to design their own car by spreading and discussing their ideas on a variety of platforms.
Although the Website is mainly in Chinese, it already shows some intriguing car designs.
CONTRA Productions China, Weareflink and Warga created the series of TVCs, virals and other films for events such as Auto Shanghai 2011 and the launch event. In addition CONTRA China produced the above print ads and webisodes that are part of the integrated campaign.
VW “also see(s the) potential for launching the project in other markets as well”
And I certainly see the charme in letting a ‘democratic’ communication platform labeled “The People’s Car Project” debuting in China of all places.