A creative journey, managing and guiding a traditional and fragmented account.
FAW-VW, is a joint venture between First Auto Works and Volkswagen, manufacturing and introducing Volkswagen cars to the China market. Over the course of 2 years, I have been slowly evolving the work, while trying to inject a little more VW personality into the brand, along with trying to grapple control of a wider scope of work, leading a local team and navigating the work through varying levels of a local and international client.
In China, buying a car isn’t as straightforward as you might think. With a restriction on license plates issued in tier 1 cities and a purchasing decision that involves saving ‘face’, leading many car brands to aspire to and follow the likes of BWM and Mercedes, leaving a sea of automotive sameness.
Supers Translation: Beginners. Experts. Rookies. Seasoned Pros. Early Adopters. Late Starters. The Inner City. The Open Road. Whatever Your Level. Whatever Drives You. The Golf. The One. For Me.
Headline translation: The Inner City. The Open Road.
