VW China: The People’s Car Project

Cannes Lions-winning Integrated Campaign

Brandon Burns
Jul 12, 2016 · 2 min read

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.

Cannes Lions
2013 Gold: Branded Content & Entertainment
2013 Bronze: Direct, Integrated Campaign
2013 Shortlist: Media, Best Use of Branded Content
2012 Bronze: Direct, Automotive
2012 Shortlist: Cyber, Integrated Campaign
2012 Shortlist: Promo, Integrated Campaign
2012 Shortlist: Promo, Automotive
2012 Shortlist: Media, Integrated Campaign

“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

Case Study Video

Online Platform (English Translation)

TV Commercials

Online Videos

Events

Outdoor

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director.

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director. Product & User Experience Design @ R/GA, BBDO & Wieden+Kennedy.

Brandon Burns

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Cannes Lions & Webby-winning Creative Director. Advertising copywriter, turned tech-driven product designer, turned hybrid creative leader.

Brandon Burns

Cannes Lions & Webby Award-winning Creative Director. Product & User Experience Design @ R/GA, BBDO & Wieden+Kennedy.