Agency: ICON (Formerly Iconologic)
Consumers in China are quickly becoming car buyers, so when Beijing hosted the Olympics in 2008, Volkswagen was ready. Iconologic's long history of Olympic-related work made us uniquely qualified to create a brand system for Volkswagen's sponsorship of the Games. I took the Beijing Organizing Committee's "Lucky Clouds," and fused them with something that became all it's own: a wooshing "road," encouraging consumers to Enjoy the Journey. This system was applied all over Beijing, on Volkwagen's enormous fleet of Olympic vehicles, to the uniforms of thousands of employees, and on national advertising.