Cannes Lions

VW ID. It Starts with Me

CHEIL WORLDWIDE, Beijing / VOLKSWAGEN / 2021

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Overview

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Credits

Overview

Background

From 2020, VW launched their new Electric Models the ID.Family in China. Therefore we have developed a long-term Brand Campaign by creating and positioning the ID as a VW Sub-Brand.

Idea

We developed an unique Icon: the ID-Logo.

A Creation of a powerful Chinese Character “me” and the VW-ID-Letters. This new character is the key-asset for the whole campaign, and has been used in all communication platforms.

This character “me” is also the key visual in our claim “it starts with me”. We reached out this message to the massive“young aspiring middle class”by creating unique content from different passion points like music, art, fashion and food.

Execution

Young artists from different passion points who wanted to express their attitude and started a new movement “It Starts With Me” to unveil our new ID. logo.

Together with various KOLs, we created a movement around taking life into your own hands and expressing your true identity. This movement climaxed with the “It Starts With Me” anthem song by Tai Yi produced exclusively for Volkswagen that became the red thread throughout the communication.

Outcome

With over 127 million media impressions and almost 10 million views, our anthem became the voice of our movement and went viral on TikTok thanks to countless fan covers and memes.

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