The AME Awards 2020 finalists have been announced, with PHD China’s “Deep Fake: You the Action Hero” for Volkswagen. The campaign was selected as a finalist in two separate categories: Best Use of Discipline: Digital/Mobile and Products & Services: Automotive.
Tasked with refreshing a legacy brand in the mind of younger Chinese consumers, PHD turned to films for inspiration.
A famous movie actor in China known for his high-octane escapades, in films full of stunts, explosions & frantic car chases, Wujing is China’s equivalent to Hollywood action star Jason Statham.
Wujing’s high octane car chases are particularly popular among Chinese consumers. So the PHD team recreated these car chases, but put the Touareg and prospective buyers centre stage.
In a media first using the popular entertainment app ‘VUE’, PHD put users into a Wujing chase scene, featuring the VW Touareg.
After creating their own personalised video, users could download their own copy and share it via their own QQ, Weibo or WeChat social media pages.
AME finalists were decided by a 100+ jury panel. The campaigns awarded finalist status were wide-ranging, including strategic partnerships, branded entertainment, brand challenges, out-of-home technology, and immersive event marketing.
To view all the 2020 AME Awards Finalists click here.