Cannes Lions

DRIVEN BY STUBBORNNESS

THE SHANGHAI JOB, Shanghai / VOLKSWAGEN / 2015

Film
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A male protagonist is taking a tour within the Transparent Factory in Dresden where the Volkswagen Phaeton models are manufactured. Along the way, he is constantly gossiping about the workers at the same time. He calls them a stubborn bunch who are unbelievably obsessive and unyielding.

There are 3 areas which he highlights – leather seat maker, car assembly by hand and customization which implicitly reflects the 3 pillars of Phaeton respectively.

We see him ending his journey in a locker room and changing into a worker's outfit. That's when we realize that he is also one of the 'stubborn bunch".

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