Labbrand creates the Chinese tagline for Volkswagen's global campaign, communicating the sustainable and initiative brand image in Chinese market.
THE GROUP AT A GLANCE
Volkswagen is the leading German automobile manufacturer and the top selling marque of the Volkswagen Group. Founded in 1937, Volkswagen Group with its headquarters in Wolfsburg is the largest carmaker in Europe with ten brands such as Audi, SKODA and Ducati.
PREPARE FOR BLUE
“Think Blue.” is the global campaign by Volkswagen that aims to create environmentally friendly products and solutions, encourage more eco-conscious behavior and contribute to a sustainable future. China is one of the largest markets for Volkswagen. Therefore, a Chinese version of the slogan was needed to better communicate to the Chinese audience the brand’s unique vision of a sustainable future.
OPEN UP THE BLUE FUTURE
The Chinese tagline chosen for Volkswagen’s “Think Blue.” campaign was 蓝•创未来 [lán chuàng wèi lái]. We selected and finalized the result from 15 tagline candidates through two creation rounds following linguistic checks and market tests.
蓝 [lán] means blue, keeping the literal translation of “Blue” as a color; while 创未来 [chuàng wèi lái] means "open up the future" and stays true to the spirit of “Think Blue”. This Chinese tagline is powerful, short and easy to understand. The two-part structure with a dot in middle is unique, attractive and unforgettable. More specifically, it conveys a strong sense of movement, not only conceiving innovation in mind and theory, but also taking concrete steps in real life.
“Think Blue.” is a global Volkswagen initiative that works towards a blue future.