The Volkswagen brand is undergoing the biggest transformation in the automotive industry, spearheaded by an electric product portfolio and a new brand design. For the first auto show in China since the CI launch, the booth in Guangzhou needed to be fully localized.
As creative lead of the booth communciation, I helped define the new brand design‘s localised expression across all on-site channels: Colors & imagery, copywriting, AV contents, daily performances, VR interactions, and even the live-streamed press conference.
In close collaboration with the client and an array of international suppliers, we raised the bar for auto show presences in China. Bundling the creative direction for the booth communication ensured consistency across all channels and media to convey a clear message: Volkswagen is leading the way into the electric era!