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Volkswagen Golf GTI campaign

Advertising, Copywriting, Creative Direction

"Love Speed" Viral Films

With the launch of long-awaited and massively-anticipated GTI MK VI, we used “Speed” to create hype among car lovers. Just 2 weeks before the shipping day, we took seven of the world’s fastest talents and got viral with their hi-speed skills on youtube, forum and fan sites.
Viral Video - World's Fastest Stripper
Viral Video - Kyoto's fastest rice cake maker
Viral Video - World Cup Stacking Champion
Viral Video - One minute painter
Video summary - an integrated campaign
Campaign website - wealth of interactive speed experiences
These videos brought traffic to our campaign website: www.gtilovespeed.com, where we hosted other speed-themed content and interactive gaming. We turned boring fact-finding into split-second fun. Never before had an online car launch provided such a wealth of speed experiences, and the result proved us right.

Creative Team: Philip Lee, Mark Kong, Quentin Yeong, Gary Lam, James O
ECDs: Spencer Wong, Nick Lim
Designers: Oggy Cheng, Pill & Pillow
Editor: Paul Swee

Major Awards:
The Direct Agency of the Year at Adfest
Silver, Direct Lotus campaign - TV and informercials at Adfest
Silver, Direct Lotus campaign - Business to consumer online at Adfest
Bronze, Film Lotus single - Mobile film at Adfest
Silver, Best of Service & Transportation at Kam Fan Awards
Bronze, Campaign - Best of Service & Transportation at Kam Fan Awards
Bronze, Interactive - Best E-mail Marketing at Kam Fan Awards
Bronze, Media at Kam Fan Awards
Bronze, Automotive at Digital Media Asia Award
Merit, Campaign, Best Interactive Lions at Cannes Lions
Finalists, Low Budget TV Campaign at New York Festival

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