Volkswagen Epic Limousine

About the project

Launch the Sagitar in China’s saturated auto market. Problem? The Sagitar’s design is inspired by minimalism. That makes it difficult to appeal to Chinese consumers who are used to flash and bling.

There is growing disdain for the extravagant lifestyles of the elite. This has resulted in a shift from conspicuous consumption to more understated means of expression. So we leveraged this, and gave the Sagitar a positioning that resonates with the times.
When you have it, there’s no need to show it.

We created what the Sagitar isn’t - the world’s most badass, over-compensating limousine.

My role
Strategy, creative direction & copywriting


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Jody Penley


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