The first car ever created by the people for the people.

Volkswagen has always built cars for the people. Their brand name in both German and Chinese literally means the ‘People’s Car’. Today in China, Volkswagen faces increased competition and falling market share. To counter these challenges, they decided to refresh their strategy. Instead of building cars for the people, Volkswagen would begin building cars with the people. 

We called it: ‘The People’s Car Project’ – a program to re-invent how cars are ideated, designed and built. To inspire the people to create new ideas for cars, we had to get across one simple belief— a car can be anything. The campaign was integrated across paid, earned, and owned media channels.