The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - IP & Products

The People’s Prototype

Agency Cheil China / Beijing

Client Volkswagen


Experimental / Internal Projects / R&D

Annual ID


About the Work

Background: Volkswagen is the world’s largest car brand, but virtually all its business decisions are made from its HQ in Wolfsburg, Germany. For China, VW’s biggest market, we needed a different approach to keep VW’s brand reputation top of mind, where it was perceived as a car for your dad’s generation. Insight: Volkswagen has always been the “People’s Car”. So when it announced the development of a new prototype, shouldn’t we include the opinions and preferences of its largest consumer base? Idea: Volkswagen presents “The People’s Prototype” The first-ever prototype, not imported from Germany, but made in China, for China. Execution: First, we needed to develop a ground-breaking new research tool to include our young Gen Z target audience. So we collaborated with MangoTV, China’s leading Gen Z TV channel, to produce a 5-part interactive TV series. Cleverly disguised as a love/drama story, each episode presented the viewer with carefully curated popup questions that affected the continuation of the story. These interactive options varied from storyline outcomes, lifestyle choices, vehicle features… all naturally incorporated into the overall story of the show. This enabled us to compile an enormous amount of big data about the consumer’s preferences, specifically tailored to the Chinese market. We then turned this data into reality, by partnering with 3 leading Chinese tech startups & local manufacturers to build the prototype of a new generation and unveiled it one of the largest tech conventions in China. Results: It drove Volkswagen China’s biggest PR buzz in years, with over 180 million viewers participating in the show, over 42 million viewer decisions across the 5-part interactive show, and a massive brand likeability spike from 43% to 78% Making this Volkswagen’s most successful engagement campaign, to once again become the people’s car for a whole new generation.

2022 Awards

Total Points: 3




Cheil China / Beijing


Hualong Wang

Account Director

Maggie Zhong

Account Executive

Ken Huang

Associate Creative Director

Bo Yi
Binman Wang

Brand Manager

Maggie Lu

Project Manager

Harry Lin

Account Manager

Yanjun Guo

Brand Consultant

Ian Zhu

Creative Group Head

Pierre-louis Marchal
Christophe Willocx

Creative Strategy

Serge Platkovskiy

Deputy General Manager

Raina Zhang

Global CCO

Malcolm Poynton

Head of Creative

Flip Soree

Head Of Creative/Executive Director

Bill Yom

Head of Project House

Kuo-Hi Lee

Junior Art Director

Yuling Yi

VW Brand Team - Future Topic Manager

Andreas Valtl

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