Gender politics made a welcome appearance in automobile ads, alongside underdogs, daredevils, clowns and cute kids.
It was the year that women got to drive in Saudi Arabia, and Nissan – with its agency TBWA/RAAD – responded with the splendid #SheDrives campaign. Quite a year for this duo, which also created a new way of measuring vehicle performance in the desert: CamelPower, naturally. At the top of the ranking, however, was the iconic MINI brand and a dramatic film about how pluck and engineering justified “The faith of a few”. Volkswagen and Volvo both steered away from speed to weigh in on how technology protects children. Audi and BBH used clowns to make a similar point. And by the way, the prize for “best car ad without a car” goes to Audi Quattro for its jaw-dropping “Ski The World” film.
It was the year that women got to drive in Saudi Arabia, and Nissan – with its agency TBWA/RAAD – responded with the splendid #SheDrives campaign. Quite a year for this duo, which also created a new way of measuring vehicle performance in the desert: CamelPower, naturally. At the top of the ranking, however, was the iconic MINI brand and a dramatic film about how pluck and engineering justified “The faith of a few”. Volkswagen and Volvo both steered away from speed to weigh in on how technology protects children. Audi and BBH used clowns to make a similar point. And by the way, the prize for “best car ad without a car” goes to Audi Quattro for its jaw-dropping “Ski The World” film.
Most awarded
campaigns, brands &
agencies in
Automotive in
2018
Most awarded
campaigns, brands and
agencies in
Automotive in
2018
CAMPAIGNS
BRANDS
Brand |
---|
AGENCIES
Name | ||
---|---|---|
1 | Jung von Matt / Spree, Berlin | |
2 | TBWA\RAAD, Dubai | |
3 | DDB Berlin | |
4 | Grabarz & Partner, Hamburg | |
5 | BBH, London |
Watch
1. MINI / The faith of a few
Titulo | The faith of a few |
Agência | Jung von Matt / Spree |
Campanha | The Faith of a Few |
Anunciante | BMW/MINI |
Marca | MINI |
Data da primeira Transmissão/Publicação | 2017 / 9 |
Sector Empresarial | Automóveis |
História | Few people believed car maker John Cooper when he claimed a Mini could become a racing car. The film takes us back to the 1964 Monte Carlo rally, where Mini designer Sir Alec Issigonis warns: “John, this will never work.” As the car speeds off, we hear other negative comments from the press and spectators. But they eat their words when the Mini crosses the finish line first. Shot on location in Monte Carlo, the ad features cars and advertising billboards from the original rally. The crew also used 1960s camera technology. Original 1960s camera technology, as well as cars and billboards from the period, create the authentic feel of a film capturing the moment a Mini Cooper won the Monte Carlo Rally, against all expectations. Editing, colour and sound design create an exciting and immersive experience as we cheer the little car on. |
História (língua original) | The new MINI John Cooper Works carries forward the epic legacy of a racing legend.Visionary Formula One car maker John Cooper saw motorsport victory in the classic Mini before anyone else. His unrivalled underdog story proves that the faith of the few can change the minds of many.In 1964, at the start of Rallye Monte-Carlo, everyone doubted the Mini. Starting with the designer of the Mini, Sir Alec Issigonis, who had warned John Cooper when the latter had the bold idea of putting a powerful engine in the tiny family car:”John, this will never work”.As the car sets off, Issigonis’s remark is joined by others comments from the press and the spectators. All these expressions of disbelief become interwoven in an intricate, tension-filled soundtrack that picks up the pace as John Cooper’s Mini starts to overtake opponent after opponent in the hairpins above Monte Carlo. The symphony of naysayers is promptly silenced as the sweet little tin can crosses the finish line first. The biggest challenge for the sound designers was balancing the voices so that the entire composition has a thrilling, haunting feel, rather than a repetitive one.The film was shot entirely on location in Monte Carlo. We painstakingly recreated the original race using car models and even advertising billboards from the original rally in 1964. The crew also used camera technology from that period. |
Tipo de Mídia | Viral |
Comprimento | |
Director criativo | Till Eckel |
Director criativo | Stefan Amtmann |
Director criativo | Christian Woelky |
Account Manager | Florian Wollner |
Account Manager | Steffen Schumann |
Director de arte | Dustin Przibilla |
Director de arte | Sebastian Hoelzer |
Redator | Lena Charbonnier |
Realizador | Daniel Wolfe |
Produtora | Anorak |
2. Audi Technology / Clowns
Titulo | Clowns |
Agência | BBH |
Campanha | Clowns |
Anunciante | Audi |
Marca | Audi Technology |
Data da primeira Transmissão/Publicação | 2017 / 10 |
Sector Empresarial | Automotor |
História | CLOWNS features a troupe of the comic characters taking to their collapsing cars and causing havoc on the roads with their antics. A range of Audi models calmly saves the day with their hi-tech safety capabilities. The technologies include Audi pre sense city, cross traffic rear assist, quattro all-wheel-drive, Matrix LED highlights, adaptive cruise control and Audi side assist. Eventually, the new Audi A8 luxury saloon parks up, showcasing its park assist feature, between two circus jalopies, before the tagline ‘Audi Technology. Clown Proof’ |
Tipo de Mídia | Televisão |
Comprimento | |
Trilha sonora | Send in the Clowns |
Produtora | Rattling Stick |
Director de publicidade | Benjamin Braun |
Redator | Doug Fridlund |
Director de arte | Mikael Alcock |
Director executivo criativo | Ian Heartfield |
Estrategista | Ed Kurland |
Diretor de Estratégia | Damien Le Castrec |
Business Leader | Polly McMorrow |
Account Manager | Zara Scriven |
Director de contas | François-Xavier Hafner |
Produtor da agência | David Lynch |
Produtor assistente da agência | Charlie Hurlock |
Realizador | Ringan Ledwidge |
Produtor executivo | Katie Keith |
Produtor | Tim Nunn |
Director de fotografia | Adam Arkapaw |
Pós-produção | The Mill London |
Empresa de produção | Work Editing |
Editor | Rich Orrick |
Music Supervision | Ayla Owen |
Music Supervision | Julz Baldwin |
Produtor de som | David Kosten |
MUSIC Artist | Lisa Hannigan |
Creative Team - Copywriter | Doug Fridlund |
Creative Team - Art Director | Mikael Alcock |
ECD | Ian Heartfield |
Director | Ringan Ledwidge |
Producer | Sally Humphries |
Producer | Tim Nunn |
Agency Producer | David Lynch |
Director of Photography | Adam Arkapaw |
Editor | Rich Orrick |
Post Production | The Mill |
Sound | String and Tins |
Record Producer | David Koston |
Production Designer | Nick Foley-Oates |
Entrant Company | RATTLING STICK |
Idea Creation | BBH LONDON |
Production | RATTLING STICK |
3. Nissan / #SheDrives
Titulo | #SheDrives |
Agência | TBWA\RAAD |
Campanha | #SheDrives |
Anunciante | Renault |
Marca | Nissan |
Data da primeira Transmissão/Publicação | 2018 / 1 |
Sector Empresarial | Automóveis |
História | In late September a historic royal decree granted women the right to drive in Saudi Arabia. The ruling was met with mixed reactions in Saudi Arabia. Our objective was to normalise the idea of women driving to all men in KSA, and in so doing, give women the confidence to get behind the wheel. The idea was brought to life by dramatising the reactions of real women when the influential male members of their family – fathers, uncles, husbands and brothers – played a supportive and encouraging role as their first driving instructor. |
Filosofia | Last September, Saudi Arabia surprised everyone by lifting the Women Driving ban, a historic ruling that will take effect by June 2018. But although the entire world has celebrated the decision, a big chunk of the Saudi male population has shown resistance to it. This has made many Saudi women hesitant about applying for a license when the time comes, fearing their closest male relatives will disapprove. They are in need of confidence and support. So Nissan Middle East decided to invite a few of them to a driving lesson, but not just any driving lesson, but one taught, to their surprise, by the very people they thought would disapprove; their fathers, brothers and husbands. |
Tipo de Mídia | Televisão e Cinema |
Comprimento | |
Chief Creative Officer | Walid Kanaan |
Director executivo criativo | Manuel Bordé |
Associate Creative Director/Copywriter | Alberto Triana |
Senior Art Director | Federico Mariani |
Managing Diretor | Ghassan Kassabji |
Account Manager | Fadi Awada |
Digital Account Director | Benjamin Schwartz |
Planeador estratégico | Vishal Badiani |
Senior Planner | Garrett Olexiuk |
Chefe de produção | Rouba Asmar |
Communications Director | Romy Abdelnour |
Produtor executivo | Abboud Ayyach |
Produtor | Yara Bdeir |
Produtora | Made in Saudi Films |
Realizador | Jack Eliott |
Editor | Anthony Chamoun |
Mixer | Mohammad Hamdan |
4. Audi Quattro 2 / Candide Thovex: Ski The World
Titulo | Candide Thovex: Ski The World |
Campanha | Ski The World |
Anunciante | Audi |
Marca | Audi Quattro 2 |
Data da primeira Transmissão/Publicação | 2018 / 1 |
Sector Empresarial | Automóveis |
Tipo de Mídia | Branded Content |
Comprimento | |
Actor/celebridade | Candide Thovex |
5. Nissan Automotive / CamelPower
Titulo | CamelPower |
Agência | TBWA\RAAD |
Campanha | CamelPower |
Anunciante | Nissan Motor Corp. |
Marca | Nissan Automotive |
Data da primeira Transmissão/Publicação | 2017 |
Sector Empresarial | Automotor |
Tipo de Mídia | Interatividade |
Comprimento |
6. Volkswagen / Kids Dreams
Titulo | Kids Dreams |
Agência | Grabarz & Partner |
Campanha | Kids' Dreams |
Anunciante | Volkswagen |
Marca | Volkswagen |
Data da primeira Transmissão/Publicação | 2017 / 12 |
Sector Empresarial | Automóveis |
História | We see a series of kids admiring ostentatious supercars. One small boy is so distracted that he wanders out into the middle of the street - oblivious to the ordinary Volkswagen Golf that avoids hitting him due to its automatic braking technology. Dream on, kids. Kids dream about supercars rather than reliable runabouts. Here we see a series of children admiring beautiful vehicles. But when one of the kids wanders out into the middle of the road, distracted by a Bugatti, he's saved by the automatic braking technology of a VW Golf. Leaving him intact with his dreams. |
História (língua original) | Porsche, Lamborghini, DeLorean – many children dream of these cars. But not every child dreams of a Volkswagen. That’s not a problem because luckily Volkswagen thinks of every child. Thanks to the innovative driver assist systems there are 45% less personal injuries reported every year. That's why we send a message to all children who stare at their dream cars - lost in thought. And of course their parents. A message that requires a lot of courage and self-confidence from a brand in order to even advertise with it:Hardly any child dreams of a Volkswagen. Keep on dreaming, kids.The film shows different children who long for their dream car. Whether in a garage, a shop window or on the street. This goes so far that one little boy, following his dream car, walks absent-mindedly into the street, directly in front of a Volkswagen Golf. Of course, it breaks automatically, thanks to the innovative driver assist systems, and leaves the little boy to day dream in safety. |
Tipo de Mídia | Viral |
Comprimento | |
Empresa de produção | Trim Editing |
Chief Creative Officer | Ralf Heuel |
Managing Partner | Reinhard Patzschke |
Group Creative Director | Tobias Ahrens |
Director criativo | Matthias Preuß |
Director criativo | Jakob Eckstein |
Account Manager | Angela Jäger |
Account Manager | Jan Isterling |
Creative Strategy | Oliver Waldmann |
Produtora | Anorak Oslo |
Realizador | Sebastian Strasser |
Director de fotografia | Jeremy Rouse |
Audio Post Production | Studio Funk |
Sound Engineer | Christoph Weische |
Telecine | The Mill London |
Editor | Yvonne Stroemer |
Editor | Paul Hardcastle |
7. Volvo XC60 / Moments (180s)
Titulo | Moments (180s) |
Agência | Forsman & Bodenfors Göteborg |
Campanha | Sometimes The Moments That Never Happen, Matter The Most. |
Anunciante | Volvo |
Marca | Volvo XC60 |
Data da primeira Transmissão/Publicação | 2017 / 6 |
Sector Empresarial | Automóveis |
História | A little girl is on her way to the first day at her new school. In flashback, we see her talking to her mother about her dreams and hopes for the future. Throughout the story we also follow a woman driving a Volvo XC60 on her way to work. Everything is leading up to a critical moment. An accident is about to happen, but Volvo’s City Safety system kicks in and brakes the car automatically. Of all the moments in the little girl's life, this might be the most important one. Sometimes the moments that never happen, matter the most. |
Filosofia | In the launch campaign for the New Volvo XC60 – one of the safest cars ever made – we celebrate everything that can happen in life, when accidents don’t. We get to follow a young girl on her way to the first day of a new school, while simultaneously hearing her talk to her mom about her dreams and hopes for the future. Throughout the story we also follow a woman driving an XC60 on her way to work. Everything is leading up to a critical moment towards the end of the film. An accident is about to happen, but Volvo’s City Safety system recognizes the little girl and brakes the car automatically. And out of all the moments the young girl talks about in the film, this might just be the most important one. Because sometimes the moments that never happen, matter the most. |
Tipo de Mídia | Televisão e Cinema |
Comprimento |
8. Opel / Pay With The Views
Titulo | Pay With The Views |
Agência | J. Walter Thompson Amsterdam |
Campanha | Pay With The Views |
Anunciante | General Motors Corp. |
Marca | Opel |
Data da primeira Transmissão/Publicação | 2017 / 11 |
Sector Empresarial | Automóveis |
Tipo de Mídia | Televisão e Cinema |
Comprimento | |
Creative Partner | Bas Korsten |
Director criativo | Friso Ludenhoff |
Director criativo | Maarten Vrouwes |
Director de arte | Maarten Vrouwes |
Director de arte | Michael Jansen |
Redator | Friso Ludenhoff |
Connection Strategist | Angelique Schreuders |
Diretor dos Negócios | Alewijn Dekker |
Concept Producer | Andreas Moeller |
Digital Producer | Reinier Slothouber |
Producer | Chariva Geurts |
Digital Designer | Mark van de Vis |
Digital Designer | Leo Scholtes |
Visual Designer | Ronald Mica |
Produtora | Doogle Amsterdam |
Director | Huub Lensvelt |
Producer | Friso de Ronden |
Producer | Sytse Kuilman |
Camera | Karim Jobe |
Edit | Karim Jobe |
9. Mercedes-Benz Sprinter / Thai Health Authority / The Universal Language of Pain
Titulo | The Universal Language of Pain |
Agência | BBDO Bangkok |
Campanha | The Universal Language of Pain |
Anunciante | Daimler AG |
Marca | Mercedes-Benz Sprinter / Thai Health Authority |
Data da primeira Transmissão/Publicação | 2018 / 4 |
Sector Empresarial | Automotor |
Tipo de Mídia | Viral |
Comprimento |
10. Hyundai / Chatty School Bus
Titulo | Chatty School Bus |
Agência | INNOCEAN |
Campanha | Chatty School Bus |
Anunciante | Hyundai Motor Group |
Marca | Hyundai |
Data da primeira Transmissão/Publicação | 2017 / 9 |
Sector Empresarial | Automotor |
História | Converts the most boring school bus into the most exciting school bus with a car window technology. |
Tipo de Mídia | Viral |
Comprimento | |
Creative Director | Jung-A Kim |
Art Directors | Nari Moon, Jenny Kim, Jiyeon Kim |
Copywriters | Sung Hun Moon, Min Hea Kim |
11. Volkswagen Golf 7 / Stalker
Titulo | Stalker |
Agência | Ogilvy South Africa |
Campanha | People Can't Stop Themselves |
Anunciante | Volkswagen |
Marca | Volkswagen Golf 7 |
Posted | Outubro 2017 |
Sector Empresarial | Automóveis |
Tipo de Mídia | Rádio |
Comprimento |
12. Volvo S90 / Recruiting car
Titulo | Recruiting car |
Agência | FamousGrey |
Campanha | Recruiting car |
Anunciante | Volvo |
Marca | Volvo S90 |
Data da primeira Transmissão/Publicação | 2018 / 1 |
Sector Empresarial | Automóveis grandes e de luxo |
História | By using the car’s technology, we turned the Volvo S90 into the new HR manager of Volvo. Tapping into its speech technology, pedestrian recognition, car connect system and other technological elements of the car, we can let the car do its own job interview. This way, we are not only showing off the intelligence of the car, but also reassuring Volvo will be recruiting the best profiles, as we let an expert – the car itself – recruit. The HR90 is officially introduced on the Brussels Motor Show, and will then continue its tour of job expos, schools and Volvo dealerships in search of new recruits. |
Tipo de Mídia | Interatividade |
Comprimento | |
Director executivo criativo | Peter Ampe |
Equipa criativa | Geert De Rocker |
Equipa criativa | Tom Berth |
Experience Director | Maaren Breda |
Project Leader | Vincent Vandam |
Brand Director | Kris Vanderhulst |
Diretor dos Negócios | Carola Michiels |
PR manager | Sophie Engels |
PR Agency | Famous Relations, Groot-Bijgaarden |
Redator | Joanna Ryckaert |
Redator | Charles-Elie Chauvaux |
Designer | Jonathan Lichtfeld |
Development | Arno van Biesen |
Development | Jérémy Dillenbourg |
Development | Gwen Vanhee |
Development | Wim Vanhenden |
Digital Production Company | Craftworkz |
Digital Production Company | nøcomputer |
Digital Producer | Bart De Bock |
Operations Director | Bart Segers |
Production Director | Emily Rammant |
RTV Production | Marlies Neudt |
RTV Production | Loes Fierens |
Produtora | FamousGrey Productions |
Produtor | Frederik Zaman |
Realizador | Khaël Touag |
Director de fotografia | Piet Deyaert |
Director de arte | Stan Maertens |
Som | Eli Sundermann |
Editor | Jelle Stroo |
Editor | Sven Vanhee |
DTP | Franco Scaramuzza |
DTP | Emilie Boudart |
13. Honda / Honda 'Dream Makers'
Titulo | Honda 'Dream Makers' |
Agência | Wieden+Kennedy |
Campanha | Honda- Dream Makers |
Anunciante | Honda Motor Co., Ltd. |
Marca | Honda |
Data da primeira Transmissão/Publicação | 2017 / 7 |
Sector Empresarial | Automotor |
História | Honda pays tribute to the craft of film making by deconstructing movie scenes right down to the drawing board. Every sound was manipulated in the studio with great care and attention to detail, and each specific Honda engine was recorded to match the relevant scene. |
Tipo de Mídia | Viral |
Comprimento | |
Director executivo criativo | Iain Tait |
Director executivo criativo | Kim Papworth |
Director criativo | Tony Davidson |
Equipa criativa | Carlos Alija |
Equipa criativa | Laura Sampedro |
Equipa criativa | Juan Sevilla |
Equipa criativa | Mico Toledo |
Director de contas | Nick Owen |
Director de contas | James McHoull |
Account Manager | Olivia Amato-Pace |
Produtor executivo | James Guy |
Producer | Michelle Brough |
Produtora | Time Based Arts, London |
Realizador | James Allen |
Realizador | Mike Skrgatic |
Director de fotografia | Daniel Landin |
Producer | Bonnie Anthony |
Editor | Paul Hardcastle |
Efeitos especiais | Sheldon Gardner |
Efeitos especiais | Stephen Grasso |
Flame Artist | Luke Todd |
Flame Artist | Matt Jackson |
Flame Artist | Thiago Dantas |
Nuke | Matt Shires |
Nuke | Bernie Varela |
Nuke | Ralph Briscoe |
Nuke | Aitor Arroyo |
Nuke | Linda Cieniawska |
Artist / Concept | Sylvie Minois |
Artist / Concept | James Husbands |
Artist / Concept | Yibi Hu |
Artist / Concept | Nigel Raynor |
Artist / Concept | Ben Oliver |
Fotógrafo | Dan Lowe |
Colorist | Simone Gratarolla |
Produtor executivo | Tom Johnson |
Empresa de design sonoro | Sam Ashwell |
ORIGINAL MUSIC | Sounds & Sons |
Compositor | Jean-Gabriel Becker |
Compositor | Sounds |
Compositor | Sons |
Sound Designer | Sam Ashwell |
Titulo | Nissan's follow the ball |
Agência | lew'lara\TBWA |
Campanha | Nissan's follow the ball |
Anunciante | Nissan Motor Corp. |
Marca | Nissan |
Data da primeira Transmissão/Publicação | 2017 / 3 |
Sector Empresarial | Automóveis |
Tipo de Mídia | Digital Installation |
15. BMW / Transformation of a Landmark
Titulo | Transformation of a Landmark |
Agência | Jung von Matt / Spree |
Campanha | 100.000 electric cars sold in 2017 |
Anunciante | BMW |
Marca | BMW |
Posted | Mai 2018 |
Sector Empresarial | Automóveis |
História | Monday evening, December 18th, BMW’s iconic Four Cylinder Building underwent a spectacular transformation to mark the 100,000th electrified BMW sold in 2017 and the brand’s unwavering commitment to an electric future. Designed by Austrian architect Karl Schwanzer, the BMW Headquarters was finished in 1972, in time for the Munich Summer Olympics. The 331 feet tall building is one of the most important German landmarks, mimicking the shape of the four cylinders in a typical car engine. Notably, the cylinders do not stand on the ground; they are suspended on a central support tower. The light projection turning the old cylinders into iconic electric batteries underscores a new landmark for the Munich-based German automotive manufacturer BMW, which launched the all-electric i3 in 2013. The epic projection involved 9 OPSL laser projectors, 10 additional projectors, 100 LED lights and 480 intelligent moving lights. 84 kilometers of cables were used for data and lighting and 820 cubic meters of materials. Next in the pipeline, BMW plans to offer 25 electrified models by 2025, 12 of which will be fully electric. Some of the cars will have a range of up to 435 miles. |
Tipo de Mídia | Case Study |
Comprimento | |
Música | 2WEI Music |
Director executivo criativo | Till Eckel |
Director executivo criativo | Joachim Kortlepel |
Realizador | Tobias Paul |
Fotógrafo | Ralph Larmann |
Realizador | Simon and Paul |
Director criativo | Christian Wölky |
Director criativo | Mihai Gongu |
Director criativo | Stefan Amtmann |
Redator | Simon Knittel |
Redator | Lena Charbonnier |
Director de arte | Elena Knittelfelder |
Director de arte | Sebastian Hölzer |
Director de arte | Dustin Przibilla |
Director de arte | Christian Dallmeier |
Consultant | Jan Anderßen |
Consultant | Niels Böse |
Consultant | Stephan Süß |
Consultant | Julian Pankratz |