Animation comes to Chinese advertising with VW
Animation director and designer Carolina Melis directs Volkswagen’s latest campaign ‘Think Blue’ for the Chinese market.
Working M&C Saatchi Beijing and production company Pixomondo Melis has created a fully animated TV commercial, an online film and an outdoor campaign.
This campaign may seem very standard for the western advertising scene, yet it’s something quite unique for the Chinese audience. China is catching up so quickly on everything including advertising and VW is definitely in the frontline in making groundbreaking adverts.
Think Blue is the worldwide VW campaign for fuel efficiency and environmental protection, a concept which is also quite new in Asia. M&C Saatchi Beijing had the idea of presenting the concept through animation and visuals showing nature and humans moving smoothly together. The spot it’s a journey of an iconic VW car through an incredible world were everything is connected, lively and positive. The symbol of the campaign is a dandelion gently flying through this friendly world. The tone is very uplifting using Jason Mraz’s hit ‘I’m Yours”, and the look is simple and beautiful.