The most epic limousine. Ever.
Challenge
Launch the Sagitar in China’s saturated auto market.
Problem? The Sagitar’s design is inspired by Bauhaus 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 flaunt it.
Solution
We created what the Sagitar isn’t - the world’s most badass, over-compensating limousine.
Launch the Sagitar in China’s saturated auto market.
Problem? The Sagitar’s design is inspired by Bauhaus 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 flaunt 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: Jody Yeoh, Yu Dong Zhao, Hong Hao Cai
Copywriters: Jody Yeoh, Yu Dong Zhao, Max Peskin, Tian Tian Cao
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
Agency: DMG
Group Creative Director: Bruno Cepollina
Creative Directors: Jody Yeoh, Yu Dong Zhao, Hong Hao Cai
Copywriters: Jody Yeoh, Yu Dong Zhao, Max Peskin, Tian Tian Cao
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
