Non-Traditional
Corporate Image
Finalist
Volkswagen
"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 Limited, Hong Kong
Director: Eggtart Chow
Producer: Avis Or
Directors of Photography: Alfred Pong/Jovi Lee/Alan Yip
Digital Directors: Ng Kai Ho/Gloria Cheung/Sam Yip
Digital Producer: Irene Ng
Editor: Eggtart Chow
Sound Designer: KK Chau
3D Design Lead: Guo Yu
3D Designers: Sun Zhang/Wan Xing/Lin Wanqiu
Production Company Art Director: Andy Chow
Post Production Supervisor: Jovi Lee
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 kinds 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.