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Festival of Creativity
27 - 29 September 2017




EntrantDDB GUOAN Beijing, CHINA
Type of EntryProduct & Service
CategoryCars & Automotive Services
Product/ServiceVW VARIANT
Entrant Company:DDB GUOAN Beijing, CHINA
Advertising Agency:DDB GUOAN Beijing, CHINA
Production Company:TREEHOUSE Beijing, CHINA
Name Position
Greg Bray/Andy Hepburn Executive Creative Director
Stephen Liu Creative Director
Andy Hepburn/Mustafa Tan/Rachel Hutchinson/ Copywriter
Jack Christensen Art Director
Joya Wang Account Supervisor
Melissa Bell/Li Zhi Advertiser's Supervisor
Jan Kern Producer
Greg Bray Director
Tong Kan Account Manager
Cheng Zeng Cinematographer

Brief Explanation

This film focuses one key feature of the Volkswagen Variant – space. The highly original creative treatment shows a semi-naked man getting ready for the journey to work in the morning. As part of his preparations he rubs and slaps his body with a dead fish. We then see him on the bus, where his unpleasant aroma has created a large space around him. He seems happy with the results of his fish treatment, but, as the end line points out, there’s an easier way to get the space you need. The comeback shot, naturally, features the spacious Volkswagen Variant parked outside a fish market. The spot was directed by Greg Bray, and shot in a naturalistic, typically Volkswagen style, maximising the human impact of the story.