In a country where status has become hard currency, ‘premium’ is no longer measured by quality, but the price you pay for it.

The VW New Sagitar, an upscale model at mid-range price, stood to redefine this concept - with a big bang, literally.

Two weeks after airing, the TV got banned. Not for revolutionary tendencies, but a surge of domestic violence cases that had surfaced in the Chinese media.

The government, not wanting to inspire any more female aggressors, involuntarily turned our spot viral.

CREATIVE GROUP HEAD Concept, Pre- and Post Shooting Supervision

Agency DMG Media, CD Jan Hendrick Ott, Martin Grünhoff, Pitch Won