Hover Car by GOODSTEIN & PARTNERS Beijing, Proximity Beijing for Volkswagen

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Hover Car

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Industry Cars
Media Case study
Market China
Agency GOODSTEIN & PARTNERS Beijing
Agency Proximity Beijing
Executive Creative Director Georg Warga
Editor Ever Liu
Released May 2012

Awards

Epica Awards 2012
Public Relations Public Relations Bronze
Branded Content Social Networks Bronze

Credits & Description

Entrant: Proximity China, Beijing/Goodstein &
Partners, Beijing
The People's Car Project - "Hover Car"
Corporate Name of Client: Volkswagen Group China
Agency Account Director: Enko von Arnim
Agency: Proximity China, Beijing/
Goodstein & Partners, Beijing
Executive Creative Director: Georg Warga
Associate Creative Directors: Daryl Villanueva/
Felipe Ferreira/Flavio Vidigal
Copywriters: Jojo Zhang/Vivian Liu/Derek Lui
Art Directors: Andy Li/Zoro Cui
Designers: Fang Ji/Sofia Lv
Animation Company: Pixomondo Shanghai
Senior Motiongrapher: Hymn Wong
Editor: Ever Liu
Description of the Project
In 2011, Volkswagen launched the People’s Car Project, a platform to inspire the Chinese people to create new ideas for cars.
Wang Jia or user Dark520, a girl from Chengdu, submitted an idea for a hover car on the People’s Car Project website, www.zaoche.cn. Volkswagen took her winning idea and applied magnetic levitation technology, turning it into a working concept car.
Volkswagen celebrated the girl’s idea by surprising her with a dedicated film, featuring her parents behind the wheels. The film was revealed to Wang Jia at a private movie premiere, where her friends, family, and a flash mob joined in celebration.
Volkswagen continued to innovate by introducing more breakthrough concepts, including the Sphere Car, the Music Car, the Intelligent Key, the Gecko Tires, and the COGO app. As a result, they pioneered a new design process for the automotive industry, where products are created by the people, for the people.