Car advertising has moved way beyond aerial shots of sleek vehicles negotiating winding roads. Then again, industry change is rapidly accelerating.
Safer cars, smarter cars, cleaner cars, self-driving cars: the automotive sector has transformed utterly in just a few short years. And there’s no sign of anyone putting on the brakes. All this has proved fertile territory for creatives and their clients. The scene is set by the most-awarded piece in this sector, which deploys virtual reality. Other entrants show off their latest gadgets in a number of witty ways. A special mention for Audi and Proximity Barcelona, however, who chose to detonate the macho clichés that have pervaded auto advertising for decades. By the way, it’s notable that Audi, Volvo and Volkswagen are the only three brands in the top ten, which suggests that other automotive clients are in need of some creative turbocharging.
Safer cars, smarter cars, cleaner cars, self-driving cars: the automotive sector has transformed utterly in just a few short years. And there’s no sign of anyone putting on the brakes. All this has proved fertile territory for creatives and their clients. The scene is set by the most-awarded piece in this sector, which deploys virtual reality. Other entrants show off their latest gadgets in a number of witty ways. A special mention for Audi and Proximity Barcelona, however, who chose to detonate the macho clichés that have pervaded auto advertising for decades. By the way, it’s notable that Audi, Volvo and Volkswagen are the only three brands in the top ten, which suggests that other automotive clients are in need of some creative turbocharging.
Most awarded
campaigns, brands &
agencies in
Automotive in
2017
Most awarded
campaigns, brands and
agencies in
Automotive in
2017
CAMPAIGNS
BRANDS
| Brand |
|---|
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
Grabarz & Partner, Hamburg |
| 2 |  |
DDB Berlin |
| 3 |  |
Venables Bell + Partners, San Francisco |
| 4 |  |
Dentsu Inc., Tokyo |
| 5 |  |
Forsman & Bodenfors Göteborg |
Watch
1. Audi Norge / Enter Sandbox
| Titulo | Enter Sandbox |
| Brief | Audi’s VR sandbox simulator harkens back to the joys of childhood, letting drivers shape their own racetrack, complete with jumps and hairpin turns - and then drive it. The sandbox experience went on tour throughout Norway, challenging users to test what an Audi is capable of while awakening their inner child. But the excitement was not limited to the track alone: the VR technology allowed drivers to explore inside the vehicle as well, making the experience totally authentic. |
| Agência | POL Oslo |
| Campanha | Sandbox |
| Anunciante | Audi |
| Marca | Audi Norge |
| Data da primeira Transmissão/Publicação | 2017 / 2 |
| Sector Empresarial | Automotor |
| História | We created an in-store installation that lets people test-drive the new Audi Q5 in VR on a self-made track made out of sand. We invited people to enter a purpose-built sandbox to create their own driving environment by moving sand to form lanes, jumps and mud pools. The physical sandbox is turned into a virtual playground using a depth-sensing camera that renders peoples’ creation into a 3D environment. People could then step an Audi Q5 driving simulator with an Oculus Rift headset to drive around their own sandbox in a real-time VR experience. The driving experience is designed to simulate a real-life drive, complete with feedback from the Audi Q5 steering wheel and the actual car (engine) sounds. The key drivers for the campaign are a one-minute TVC and two-minute making-of video in which the concept and technology are introduced to drive people to Audi dealers and share the experience. |
| Problema | Audi wanted its new campaign to reflect their commitment to technology. For the introduction of the Audi Q5, the brief was to give Audi dealers something truly cool and innovative that would spark people’s excitement for Audi in a way that would reach far beyond the dealership through social and PR. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Mais Informações | www.audi.no/sandbox |
| Produtora | Media.Monks |
| Director criativo | Petter Bryde |
| Redator | Petter Bryde |
| Director criativo | Thorbjørn Ruud |
| Director de arte | Thorbjørn Ruud |
| Fotógrafo | Jo Eken Torp |
| Realizador | Tom Rijpert |
| Producer | Anna Adamson |
| Produtor da agência | Emma Karlsson |
| Marketing Director | Kjetil Botten Skogly |
| Director de publicidade | Tommy Bækkevold Jensen |
| VR Producer | Johan Anstérus |
| Programador | Tom Eriksen |
| Programador | Thomas Söderlund |
| Programador | Bo Gustafsson |
2. Volkswagen / Laughing Horses
| Titulo | Laughing Horses |
| Agência | Grabarz & Partner |
| Campanha | Laughing Horses |
| Anunciante | Volkswagen |
| Marca | Volkswagen |
| Posted | Novembro 2016 |
| Produto | Tiguan with Trailer Assist |
| Sector Empresarial | Automóveis |
| História | A bunch of horses are laughing uproariously. After a few seconds of this, we see that the object of their derision is a motorist struggling to reverse a trailer into their paddock. But their laughter dies when another motorist appears and reverses his horsebox with ease. That’s because he’s got a new VW Tiguan with precision parking and trailer assist. |
| Tipo de Mídia | Televisão |
| Chief Creative Officer | Ralf Heuel |
| Chief Executive Officer (CEO) | Reinhard Patzschke |
| Group Creative Director | Tobias Ahrens |
| Director criativo | Matthias Preuß |
| Director criativo | Jakob Eckstein |
| Redator | Matthias Preuß |
| Redator | Paul Von Mühlendahl |
| Redator | Jakob Eckstein |
| Produtora | Czar.de (Berlin) |
| Realizador | Bart Timmer |
| Produtor da agência | Axel Döpner |
| Produtor da agência | Katja Czok |
| Produtor da agência | Michael Guntner |
| Designer gráfico | Tobias Lehment |
| Supervisor de conta | Jan Isterling |
| Supervisor de conta | Jasmin Schaub |
| Supervisor de conta | Head of Digital Design |
| Marketing Director | Jörn Hartig |
| Marketing Director | Henning Teichmann |
| Marketing Director | Maren Tinney |
| Cinematografia | Adam Wallensten |
| Produtor executivo | Jan Fincke |
| Producer | Niko Maronn |
| Pós produção | Bacon X |
| Som | Studio Funk |
3. Audi / The Doll that Chose to Drive
| Titulo | The Doll that Chose to Drive |
| Titulo (língua original) | La muñeca que eligió conducir |
| Agência | Proximity Barcelona |
| Campanha | #changethegame |
| Anunciante | Audi |
| Marca | Audi |
| Data da primeira Transmissão/Publicação | 2016 / 12 |
| Sector Empresarial | Automotor |
| Legenda | Playing just like driving shouldn't be a matter of gender. Let's change the game |
| Tipo de Mídia | Viral |
| Comprimento | |
| Mais Informações | http://www.cambiemoseljuego.com/ |
| Realizador | Jordi García |
| Director executivo criativo | Eva Santos |
| Director criativo | Carles Alcon |
| Director de arte | Bor Arroyo |
| Animação | Hector Munoz |
4. Audi / “Duel” - Audi Presidential Debate Commercial
| Titulo | “Duel” - Audi Presidential Debate Commercial |
| Agência | Venables Bell + Partners |
| Campanha | Presidential Debate |
| Anunciante | Audi |
| Marca | Audi |
| Data da primeira Transmissão/Publicação | 2016 / 9 |
| Sector Empresarial | Automóveis |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Realizador | Ringan Ledwidge |
| Produtora | Rattling Stick US |
| Empresa de produção | Work LA |
| Editor | Rich Orrick |
5. Toyota I-Road / Smile Lock Outlet
| Titulo | Smile Lock Outlet |
| Agência | Dentsu Inc. |
| Campanha | Smile Lock Outlet |
| Anunciante | Toyota Motor Corporation |
| Marca | Toyota I-Road |
| Posted | Março 2017 |
| Sector Empresarial | Automotor |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director criativo | Kazuhiro Shimura |
| Executivo de contas | Masayuki Umezawa |
| Executivo de contas | Watanabe Shun |
| Realizador | Tomoyuki Kato |
6. Volvo XC60 / Moments
| Titulo | Moments |
| Agência | Forsman & Bodenfors Göteborg |
| Campanha | Moments |
| Anunciante | Volvo |
| Marca | Volvo XC60 |
| Data da primeira Transmissão/Publicação | 2017 / 6 |
| Sector Empresarial | Automóveis |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Produtora | New Land |
| Produtor executivo | Therese Engberg |
| Director de fotografia | Chayse Irvin |
| Realizador | Gustav Johansson |
| Estrategista | Bjarne Darwall |
| Redator | Gustav Johansson |
| Account Manager | Ewa Edlund |
| Director de contas | Anders Bothén |
| Director de arte | Karl Risenfors |
| Director de arte | Andreas Malm |
7. Volvo / ABC Of Death
| Titulo | ABC Of Death |
| Agência | Filmakademie Baden-Württemberg |
| Campanha | ABC Of Death |
| Anunciante | Volvo |
| Marca | Volvo |
| Data da primeira Transmissão/Publicação | 2016 / 10 |
| Sector Empresarial | Automotor |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Equipa criativa | Dorian |
| Cinematografia | Jan David Günther |
| Producer | Celina Finger |
| Producer | Madlen Folk |
| Original Soundtrack | Yessian Music GmbH |
| Compositor | Ralf Denker |
| Compositor | Ingmar Rehberg |
| Editor | Raquel Caro Nunez |
| Designer de produção | Mona Otterbach |
| Empresa de design sonoro | Marvin Keil |
| Efeitos especiais | Julian Weiss |
| Efeitos especiais | nhb Video GmbH |
| Colorist | Harvest Digital Agriculture GmbH |
| Equipa criativa | Daniel |
| Compositor | Ralf Denker |
8. Volkswagen Independent Cinema Idents / Alien
| Titulo | Alien |
| Agência | adam&eveDDB |
| Campanha | Alien |
| Anunciante | Volkswagen |
| Marca | Volkswagen Independent Cinema Idents |
| Data da primeira Transmissão/Publicação | 2016 / 11 |
| Sector Empresarial | Automotor |
| História | A couple are on the run from a rampaging alien. They make it to the underground car park and try to hide in the trunk of their VW, but its “hands free boot opening” device makes concealment impossible. Every time the alien swishes his tail, the trunk pops open. Luckily the alien is short sighted as well as dumb. But how long are they gonna have to stay in that trunk? VW cars are designed for life, not Hollywood. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Empresa de produção | Final Cut |
| Audio Post Production | 750mph |
| Pós-produção | Electric Theatre Collective |
| Produtora | Somesuch |
| Realizador | Nick Gordon |
| Group Chief Creative Officer | Ben Priest |
| Director executivo criativo | Ben Tollett |
| Chief Creative Officer | Richard Brim |
| Equipa criativa | Matt Gay |
| Equipa criativa | John Long |
| Música | Soundtree Music |
9. Volvo / Alice's Wedding
| Titulo | Alice's Wedding |
| Agência | Havas Taipei |
| Campanha | Alice's Wedding |
| Anunciante | Volvo |
| Marca | Volvo |
| Data da primeira Transmissão/Publicação | 2016 / 11 |
| Sector Empresarial | Automotor |
| História | "Volvo for love" emotionally interprets the core value of the brand, "we put people first.” The story “alice’s wedding” starts from a little beautiful girl, alice, who was often the popular wedding flower girl of the town. She lived a fairytale-like life under her father’s protection. However, years later, her mother died and father suffered from alzheimer’s, the fairy tale nearly shattered. Still, alice vowed to guard the family, passing down her father’s unconditional love across generations. "Alice’s Wedding”, telling a story of Volvo owners, who are protective of and very much cherish their family. This cross-generation family story was depicted to bring back the beautiful impression of Volvo. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Chief Creative Officer | Fish Chen |
| Director criativo | En Chang |
| Redator | Fish Chen |
| Redator | En Chang |
| Director de arte | Nelson Dung |
| Director de contas | Kevin Ho |
| Director de contas | Agatha Ho |
| Account Manager | Roddy Hsieh |
| Executivo de contas | Felicia Hsueh |
| Produtora | Greatland Films |
| Realizador | Lo Ging-Zim |
| Director de fotografia | Aj Lin |
| Gaffer | Liang Wen-Tai |
| Produtor executivo | Huang Yu-Ming |
| VFX/Post Production | Greatland Films |
| Produção de som | Mind Biz Multimedia |
| Compositor | Thehoneydrippers |
10. Volvo / The Get Away Car
| Titulo | The Get Away Car |
| Agência | Forsman & Bodenfors Göteborg |
| Campanha | The Get Away Car |
| Anunciante | Volvo |
| Marca | Volvo |
| Data da primeira Transmissão/Publicação | 2017 / 1 |
| Sector Empresarial | Automóveis |
| História | International research, undertaken by Volvo Cars, shows that six out of ten people globally want to spend more time pursuing outdoor activities – with hiking, running and cycling topping the most-popular list. Among those who feel unable to prioritise their hobbies, 68 per cent indicated that their work takes up too much time in their life. Responding to these insights, Volvo Cars’ new V90 Cross Country campaign encourages people to rediscover their passions and adventures that they once loved and prioritised. The campaign film, shot in and around Vancouver, Canada, follows four business professionals reconnecting with their loved ones and the passions of their past, leaving the city behind in their Volvo V90 Cross Country for surfing, fishing and nature photography trips. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Produtora | Park Pictures |
| Produtor | Tim Kerrison |
| Chefe de produção | Sophie Hubble |
| Produtor executivo | Stephen Brierley |
| Director de fotografia | Evan Prosofsky |
| Realizador | Vincent Haycock |
| Music Supervision | Jenny Ring |
| Music / Sound Design | Hanan Townshend |
