Beach & Fountain
Print


Client:
Volkswagen China

Industry:
Automobile

Developed By:
Grey Worldwide Beijing

Showcase Description:
A campaign to launch and create awareness for the New Beetle, and further to that, to enhance brand image and stimulate sales.

Showcase Challenge:
As China's economy accelerates and the automobile market started to boom in the late 2003, more and more people can afford a car. Taking advantage of the young, rich and confident expressionists who are seeking ways of getting attention and life fulfillment, Volkswagen launch the New Beetle as an icon of fashion and self expression, based on it's unmistakable design and unique driving experience.

Technical Challenge:
As the agency handles the 'fully imported product' category, it is important to work with the photographer and retoucher that can deliver a world class production, with meticulous art direction and photography. This is extremely critical as the production value reflects upon the product image and brand perception.

Credits:

Associate Creative Director
Michael Wong

Art Director
Michael Wong, Stephen Liu

Copywriter
Mei Hong

Production Manager
Kevin Bi

Photographer
Alister Clarke

Digital Retoucher
Electric Art