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TV/Cinema/Online Film
Innovative Use of TV/Cinema/Online Film

Bronze Winner

Entrant: OgilvyOne Beijing, Beijing

"Eyes on the Road"

Corporate Name of Client: Volkswagen
Agency: OgilvyOne Beijing, Beijing
Chief Creative Officer: Graham Fink
Executive Creative Director: Doug Schiff
Creative Directors: Kama Yu/Wang Daqing
Copywriters: Song Lei/Doug Schiff
Art Directors: Zhang Minsheng/Zhou Xufeng/Morris Ku
Agency Producers: Morris Ku/Rita Yang
Production Company: Answermark Limitted, Hong Kong
Director: Eggtart Chow
Producer: Avis Or
Production Assistant: Irene Ng
Production Company Art Director: Andy Chow
Directors of Photography: Alfred Pong/Jovi Lee/Alan Yip
Digital Directors: Ng Kai Ho/Gloria Cheung/Sam Yip
Post Production Supervisor: Jovi Lee
Editor: Eggtart Chow
3D Design Lead: Guo Yu
3D Designers: Sun Zhang/Wan Xing/Lin Wanqiu
Sound Designer: KK Chau

Description of the Project:
As many car brands are realizing the dangers of sending and receiving texts while driving, VW wanted to communicate its dangers; but in keeping with the irreverent and fresh nature of the brand, VW wanted an execution that would feel different and unexpected. The youth target are very familiar with the brand and generally have a warm feeling. The unique insight was these kind of road safety messages are usually not noticed or paid attention to. So this idea was made in a way that the target wouldn't soon forget.