Design — Branded Content

Entrant: Proximity China, Beijing/Goodstein & Partners, Beijing

The People's Car Project
"Hover Car"

Editor: Ever Liu Senior Motiongrapher: Hymn Wong Animation Company: Pixomondo Shanghai Designers: Fang Ji/Sofia Lv Art Directors: Andy Li/Zoro Cui Copywriters: Jojo Zhang/Vivian Liu/Derek Lui Associate Creative Directors: Daryl Villanueva/Felipe Ferreira/Flavio Vidigal Executive Creative Director: Georg Warga Agency: Proximity China, Beijing/Goodstein & Partners, Beijing Agency Account Director: Enko von Arnim Corporate Name of Client: Volkswagen Group China
Description of the Project

In 2011, Volkswagen launched the People’s Car Project, a platform to inspire the Chinese people to create new ideas for cars.

Wang Jia or user Dark520, a girl from Chengdu, submitted an idea for a hover car on the People’s Car Project website, Volkswagen took her winning idea and applied magnetic levitation technology, turning it into a working concept car.

Volkswagen celebrated the girl’s idea by surprising her with a dedicated film, featuring her parents behind the wheels. The film was revealed to Wang Jia at a private movie premiere, where her friends, family, and a flash mob joined in celebration.

Volkswagen continued to innovate by introducing more breakthrough concepts, including the Sphere Car, the Music Car, the Intelligent Key, the Gecko Tires, and the COGO app. As a result, they pioneered a new design process for the automotive industry, where products are created by the people, for the people.

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