Though the spotlight often falls on those big names, ordinary individuals who glow behind the scenes also deserve their own narratives:
The surgeon who races against the clock to save lives.
The firefighter who ventures into the blazing forest fires.
The craftsman who revives traditional cultural legacies.
The volunteer teacher who enlightens kids in rural areas.
……
These often-neglected but inspiring stories are also worth knowing.
Welcoming their first million SUV owners, FAW-Volkswagen celebrated with four microfilms to highlight the stories of the owners across the brand’s SUV family, including the Talagon, T-ROC, Tayron and TACQUA.
Xiaobo, a surgeon who cares for others and persistently shares daily doses of medical knowledge with all netizens online.
Lang Jiaziyu, the third-generation successor of intangible cultural heritage, who rejuvenates the traditional Chinese folk art - dough modeling.
Shasha, an English teacher who makes language learning in the modern classroom equally accessible to children from rural areas.
Yang Shuaishuai, a forest firefighter who reports fire disasters and shares inspiring stories from the frontlines.
LIGHT THE
COUNTRY ROAD.
Residents from the mountainous villages in Sichuan Province have to stumble around in the darkness as there’s no streetlight for them. To illuminate their ways, FAW-Volkswagen launched the campaign “Glowing Journey with Tayron” to ask for mileage from 570,000 Tayron owners.
In 28 days, the brand raised over 50 million kilometers in mileage to fund 1,000 streetlights alongside country roads as long as 55km in two villages for 31,165 residents. Furthermore, FAW-Volkswagen set up a ceremony to present the lighting moment to the public, demonstrating how a glimmer of light can make the darkness flee.
Behind-the-scenes moments of FAW-Volkswagen’s “Glowing Journey with Tayron” accumulated over 58 million views on Kuaishou’s platform, with more than 640,000 likes. During the campaign, the brand also saw an increase of over 58,000 followers.
Glowing together, FAW-Volkswagen owners showed that they are certainly not “ordinary folks,” and FAW-Volkswagen’s SUV family proved that they are not your average automobiles.
THE ORDINARY WITH EXTRAORDINARY GLOW
Creative Agency
DENTSU CREATIVE
