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Volkswagen China

Brand Film – "Dao“

Brand clip for the introduction of the brand claim “Das Auto” into China and its “translation” into a Chinese context.

Task:

  1. Development of a transcription line for the Chinese market that charges the globally used brand claim “The car” with content and emotion.
  2. Creation of a brand clip that positions both joint ventures (FAW-Volkswagen, SVW) and the importer branch (VICo) under the same brand roof.

Solution:

  1. The transcription line picks up the benchmark-creating claim of “Das Auto” and connects it to the philosophical approach of “Dao” (“The road”). Because of this, the brand Volkswagen was able to become market leader with regard to sales and emotions.
  2. The brand clip picks up the character of Dao and uses it as a key visual in the film.