How to avoid a Catwalk Collision?
Viral video for the integrated campaign 'Technology for Everyone' for Volkswagen
Shanghai 2018. Victoria’s Secret Chinese super model Ming Xi’s epic fall on the catwalk in front of her home crowd, created a huge outcry on Chinese social media. Volkswagen knows a thing or two about avoiding accidents so in order to boost their online followers and promote their LED Swiping Indicators technology, we created a fashion disaster of our own.
Case Study
Meet Kate Wong. A talented fashion designer with a problem. Models just caused yet another accident on her latest fashion show. But inspired by a near accident of her own and saved by Volkswagen’s LED swiping indicators, she invents this: LED Eyelashes, to indicate her models to go left or right on the catwalk and avoid any future collisions.
The viral video was part of an integrated campaign and although Kate Wong’s story was fictional, her LED Eyelashes were real and used as a giveaways in the campaign. In order to get the eyelashes, you had to play a game. You just had to avoid another Catwalk Collision.
Viral Video
CREDITS:
Concept, Creative Direction, Art Direction, Copy, Agency Production - GOODSTEIN
Agency: BBDO Beijing/GOODSTEIN
Production: The Shanghai Job