Along with this integrated online and print campaign there's also a unique collectors’ book. The online campaign is at newbeetle.com.cn - and the book will be featured at events taking place in Beijing, Shanghai, Guangzhou, Hangzhou among other cities in China.
“The Beetle campaign reflects DMG’s deep understanding of Chinese culture,” said Dan Mintz, founder and chief creative officer of DMG. “All of our creative work integrates and maintains Chinese tradition, while emphasizing the stylish and iconic values of the classic Beetle brand. The New Beetle is as timeless as the original. Our integrated campaign holds a mirror up to its heritage and Chinese culture to position the car as an icon of style,” continued Mintz.
NB-Two Chairs, Two Cars and Cheong-sam（Qi Pao）
CCO: Dan Mintz
Creative Director: Xu Weibing
Creative: Martin Barnes
Art Director: Ni Yuanyuan , Alan Guo
Copywriter: Leo Dong,
Illustrator: Caroline Beckert, Liu Xinyu, Jiang Jiajia
Photography: Sheng Yan Dong Tian Zao Xing Studio
Brand Director: Nyoke Ching
Account Director: Eva Zou
Account Executive: Zhang Bo, Tommy Li
Media Director: Apple Chen
Media Planner: Jasmine Zhang