Cannes Contenders: DDB China Group, Shanghai
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
DDB China Group
The Beetle is a recognized icon anywhere in the world, except in China. Not being able to rely on its heritage or stories from older generations, VW’s Beetle has never been able to achieve high sales targets. The challenge was to create mass popularity for the all-new 21st Century Beetle by communicating its heritage and modern design, but more importantly, establishing cultural relevance for the iconic brand in modern-day China. The idea took an unconventional look at conventions in our world, and like the original Beetle’s ads – ‘Think Small’ by DDB – the 21st century Beetle was the honest car with the honest view. ‘Senior Rebels’ has lead to a projected increase of 300% in annual sales and nearly 80 million views on television and online.