Winning China’s First Digital Cannes Lions

While engaging 30 million Chinese car enthusiasts in the process.

While Creative Director at BBDO Beijing, I co-led the creation and development of the People’s Car Project, a cross-media initiative — from TV to outdoor to events to online — that facilitated the collaboration of the Volkswagen engineering team with the general public to create, together, the next VW concept car.

“To date, the project has received more than 119,000 ideas and 33 million hits… The Chinese are more likely to buy whatever Volkswagen produces because they were asked to dream of it.” — Forbes

The campaign went on to win multiple awards, including 6 Cannes Lions.