Volkswagen in German literally means "People's Car". Today in China, Volkswagen faces increased competition. To tackle this challenge, they decided to turn their business inside out. Instead of building cars for the people, we began building cars with the people. We called it: ‘The People’s Car Project’, a long-term co-creation platform that re-invents how cars are ideated, designed, and built. We provided the people with tools to create and share car ideas. A democratic system allows the Chinese fans to vote for the most original ones. As a result, Volkswagen designers, together with over 3.1 million fans, help upgrade current cars, and ultimately co-create "The People's Car". Volkswagen rose to the nº 1 car brand on Chinese social media in just 10 weeks. Agency: BBDO Proximity China/Goodstein & Partners Client: Volkswagen Executive Creative Director: Georg Warga Creative Directors: Felipe Ferreira/Daryl Villanueva/Brandon Burns/Yufan Cheng/Flavio Vidigal