Part 1

Part 2

Part 3

A Journey Beyond
DDB Guoan partnered with award-winning Chinese director Lu Chuan in a groundbreaking new campaign for the launch of the Volkswagen (China) Import Company's (VICo) flagship model, the New Touareg. Lu Chuan, considered one of the film industry's leading talents in China, directed an inspiring and adventurous 15-minute film that was released in three five-minute parts. Titled "A Journey Beyond," the film is about the adventures of a Beijing photographer and his Touareg to the remotest parts of Xinjiang, following his journey through stunning landscapes and encounters with the native Kazakh people and their unique culture.

DDB Guoan  went beyond a traditional TV spot to create a wider, more thematic story that resulted in a unique brand concept for the Touareg.