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Pitch, work with Volkswagen China on a new concept to inspire and help foster a generation of innovators.

Brief & Insight

Last year Volkswagen launched “Peoples Car Originals” enabling China to create its own dream car. How can we take that further with a focus on innovation.

Insight: Everyone loves to see the dreamer make it, especially in a country built from first generation wealth, from dreamers.


From home made submarines to floating dogs, China’s innovators are flourishing online. Once seen as oddities in their small towns for going against the grain, now they sometimes break through to national adoration.

Sometimes is where we come in. Using social listening, a flying film crew and the power of VW we will find the rebels, celebrate them and let our audience decide which dreamers make it.


From 15 agencies we then made it to the last 2. C’est la vie.

Concept One: Blog style, focus on cool and trending stories.


Concept Two: Responsive, episodic design, focused on human interest stories.


Concept One: Enlarged


Concept Two: Enlarged


Concept Two: Mobile



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Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful, that’s what matters to me.
Steve Jobs
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Nigel Tufnel: The numbers all go to eleven. Look, right across the board, eleven, eleven, eleven and…
Marti DiBergi: Oh, I see. And most amps go up to ten?
Nigel Tufnel: Exactly.
Marti DiBergi: Does that mean it’s louder? Is it any louder?
Nigel Tufnel: Well, it’s one louder, isn’t it? It’s not ten. You see, most blokes, you know, will be playing at ten. You’re on ten here, all the way up, all the way up, all the way up, you’re on ten on your guitar. Where can you go from there? Where?
Marti DiBergi: I don’t know.
Nigel Tufnel: Nowhere. Exactly. What we do is, if we need that extra push over the cliff, you know what we do?
Marti DiBergi: Put it up to eleven.
Nigel Tufnel: Eleven. Exactly. One louder.
Marti DiBergi: Why don’t you just make ten louder and make ten be the top number and make that a little louder?
Nigel Tufnel: These go to eleven.

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Aside – These are brief snippets of text that aren’t quite whole blog posts. Useful for quick thoughts and anecdotes.

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