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    Client: FAW-Volkswagen China Agency: DMG Group Creative Director: Bruno Cepollina Creative Directors: Hong Hao Cai, Yu Dong Zhao, Jody Yeoh Copyw… Read More
    Client: FAW-Volkswagen China Agency: DMG Group Creative Director: Bruno Cepollina Creative Directors: Hong Hao Cai, Yu Dong Zhao, Jody Yeoh Copywriters: Yu Dong Zhao, Tian Tian Cao, Max Peskin Art Directors: Jason Wang, Yuan Yuan Ma, Yu Zhang, LiBang Zhong, Da Peng Sun, Sofia Chen Director: Christoph Chrudimak Production: Made in China Films Post Production: LIGA 01 COMPUTERFILM Hamburg Read Less
    Published:
The most epic limousine. Ever.
 
Challenge
Launch the Sagitar in China’s saturated auto market. Problem? The Sagitar’s design is inspired by minimalism. That makes it difficult to appeal to Chinese consumers who are used to flash and bling.

Strategy
There is growing disdain for the extravagant lifestyles of the elite. This has resulted in a shift from conspicuous consumption to more understated means of expression. So we leveraged this, and gave the Sagitar a positioning that resonates with the times.
When you have it, there’s no need to show it.

Solution
We created what the Sagitar isn’t - the world’s most badass, over-compensating limousine.
Client: FAW-Volkswagen China
Agency: DMG
Group Creative Director: Bruno Cepollina
Creative Directors: Hong Hao Cai, Yu Dong Zhao, Jody Yeoh
Copywriters: Yu Dong Zhao, Tian Tian Cao, Max Peskin
Art Directors: Jason Wang, Yuan Yuan Ma, Yu Zhang, LiBang Zhong, Da Peng Sun, Sofia Chen
Director: Christoph Chrudimak
Production: Made in China Films
Post Production: LIGA 01 COMPUTERFILM Hamburg