AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Automotive

 
AS AN INDUSTRY EMBRACES CHANGE, ELECTRIC AND DIGITAL CAMPAIGNS ZOOM INTO LEADING POSITIONS.

The auto line-up looks radically different from the past two years, when Volvo, VW and Mercedes-Benz dominated the top five. It’s also indicative of a changing industry, with the shift to electric coming very much to the fore. The most awarded campaigns tended to be branded content or digital initiatives, but in the top slot is the beautifully crafted “Upstream” film for Toyota, from Saatchi & Saatchi US, featuring paralympic swimming champ Jessica Long. Publicis Conseil follow with a compelling project that turned a French village 100% electric, car-wise. The United Arab Emirates breaks into the top five thanks to “MINImalism”, a perfectly on-brand graphic campaign. Audi’s “Don’t Hate, Imitate” from POL Oslo used humour to promote Norway’s electric car leadership. And Commonwealth/McCann devised a rugged real-life adventure for Chevrolet.

Most awarded
campaigns, brands &
agencies in
Automotive in 2021

Most awarded
campaigns, brands and
agencies in
Automotive in 2021

CAMPAIGNS

Brand, Title, Agency
1
Saatchi & Saatchi NY, New York
2
Publicis Conseil, Paris
3
HoC Dubai
4
POL Oslo
5
Commonwealth/McCann, Bogota
6
Forsman & Bodenfors Göteborg
7
Forsman & Bodenfors Göteborg
8
The Electric Factory, Montevideo
9
Jung von Matt AG, Hamburg
10
Jung von Matt/Next Alster GmbH, Hamburg
11
Zulu Alpha Kilo, Toronto
12
Zulu Alpha Kilo, Toronto
13
Ogilvy Social.Lab Netherlands, Amsterdam
14
Cheil Hong Kong
15
Cheil Hong Kong
16
HoC Dubai
17
HoC Dubai

BRANDS

Brand
1 Volvo
2 Volkswagen
3 Mini
4 Toyota
5 Renault

AGENCIES

Name
1 HoC Dubai
2 Forsman & Bodenfors Göteborg
3 Publicis Conseil, Paris
4 Saatchi & Saatchi NY, New York
5 POL Oslo

Watch

TituloUpstream
Agência
Campanha Upstream
Anunciante Toyota Motor Corporation
Marca Toyota
Data da primeira Transmissão/Publicação 2021 / 1
Sector Empresarial Automotor
História To capture the distinct parallels between fragmented memories and the way swimmers catch snippets of the world as they glide through the water, the VFX team enhanced the tone of the film and purity of message through set and water extensions combined with extensive relighting experimentation.As the set builds and pools were filmed separately, meticulous attention to detail by the supervisor ensured that the two worlds aligned. Leveraging an array of tools including Maya, Houdini, Flame, 3D Equalizer and Reality Capture, the team created the convincingly surreal pools in various interior environments.The water itself, is mixed with the evolving
Tipo de Mídia Televisão
Comprimento
Empresa de produção
Produtora
Realizador
Produtor executivo
Produtor de linha
Director de fotografia
Editor
Telecine
Colorist
VFX Company
Música The Elements Music
Compositor
Empresa de design sonoro LSD
Sound Designer
Audio Post Production
Chief Creative Officer
Director executivo criativo
Group Creative Director
Director assistente criativo
Director assistente criativo
Director de arte
Director de arte
Director assistente criativo
Redator
Titulo100% electric vehicles town
Titulo (língua original)La ville 100% électrique
Agência
Campanha 100% electric vehicles town
Anunciante Renault
Marca Renault Zoe
Data da primeira Transmissão/Publicação 2020 / 10
Sector Empresarial Automóveis
Tipo de Mídia Branded Content
Comprimento
President
Director executivo criativo
Redator
Redator
Director de arte
Director de arte
Director de arte
Director de contas
Account Manager
Account Manager
Account Manager
Planeador estratégico
Digital Manager
Digital Manager
Produtor da agência
Realizador
Chief Operator
Director de fotografia
Produtora
Producer
Chefe de produção
Post production director
Director de contas
Managing Diretor
Account Manager
Chief Creative Officer
TituloMINImalism
Agência
Campanha Minimalism
Anunciante BMW
Marca MINI
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Automóveis pequenos e compactos
História Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space. But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.
MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.
The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself.
Tipo de Mídia Case Study
Comprimento
Creative Agency
Creative Agency Serviceplan Campaign
Director de arte
Director criativo
Redator
Managing Partner
Managing Partner
Director criativo
Director de arte
Head of Art
Managing Partner
Global Chief Creative Officer
Redator
Managing Diretor
Director de arte
Director de contas
Marketing Director
Marketing Manager
Account Manager
Motion Design
Sound Designer
TituloDon't hate. Imitate
BriefAudi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in a humorous response to competitor General Motors’ Super Bowl campaign. GM promoted its electric vehicles with the message “Why does Will Ferrell hate Norway?” Their spots featured Hollywood star Ferrell declaring his hate for Norway. His “hatred” was fueled by the fact that Norway is selling more EVs than any other country. As the best-selling EV-brand in Norway, Audi had to fight back. And, we had to act fast to win the EV-battle of The Super Bowl. Our comeback was produced and launched within just 48 hours of the GM ads, just in time for Super Bowl.Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju. We fought back with tailor-made responses with one simple message: Don’t Hate. Imitate.In GMs main ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. In our first execution we turned the crushed globe, into the key element of our response to GM and Ferrell.
Agência
Campanha Don't hate. Imitate
Anunciante Audi
Marca Audi e-tron
Data da primeira Transmissão/Publicação 2020
Sector Empresarial Automóveis 4x4
História Audi Norway's response to the Super Bowl commercial from General Motors.
Tipo de Mídia Interatividade
Comprimento
Produtora
Actor/celebridade
Creative Director/ art director
Creative Director, Copywriter
Director de contas
Project Manager
Designer
Realizador
Produtor executivo
Produtor
Director de publicidade
Director de publicidade
Director de fotografia
Pós produção
Pós produção
Compositor
Offline Editor
TituloLost Roads
Agência
Campanha Lost Roads
Anunciante General Motors Corp.
Marca Chevrolet
PostedJunho 2021
Sector Empresarial Automotor
História In Colombia, a territory the size of Portugal belonged to the guerrillas. For almost 60 years you could not go without running the risk of being kidnapped or getting into a combat zone. Although peace was signed almost 5 years ago, Colombians are still afraid to go. So we used Chevrolet SUV’s to show they can handle any terrain, even those filled with dirt roads and bombed-out bridges. And to find out how to get to the different tourist destinations, we used former guerrillas, who today are seeking a new way of life, as tour guides. We went with a filmmaker and a war reporter to document everything in a 23-minute film that was shown on the Discovery Network to prove the world is possible to return to that area of the country, leaving tourist businesses operated by those people who today need a chance at life.
Tipo de Mídia Branded Content
Comprimento
Chief Operating Officer (COO)
Global Chief Creative Officer
Global CSAO
Director of Creative Operations
Business Leader
Director criativo
Regional Creative Director
Director de contas
Redator
Redator
Content Director
Director de arte
TituloThe E.V.A. Initiative
Agência
Campanha The E.V.A. Initiative
Anunciante Volvo
Marca Volvo
Data da primeira Transmissão/Publicação 2019 / 3
Sector Empresarial Automóveis
História E.V.A stands for Equal Vehicles for All. Most crash test dummies are modelled on men, meaning that women behind the wheel are often more vulnerable. But since the 1970s Volvo has based its car designs and safety innovations on data from real accidents, involving both men and women, making its vehicles safer for everyone. This data was made public through a digital library, with the aim of making all cars safer. The project had a precedent because Volvo had previously given away its patented seat belt technology.
Tipo de Mídia Integrated Media/360 Activation
Comprimento
Mercado Reino Unido
Trilha sonora “Without You (feat. Kerry Leatham)”
Mais Informações https://www.volvocars.com/intl/why-volvo/human-innovation/future-of-driving/safety/cars-safe-for-all?utm_source=youtube&utm_medium=social&utm_content=safe_bio-description_16x9&utm_campaign
Som
Campaign Manager
Redator
Redator
Redator
Director de arte
Director de arte
Director de arte
Director de arte
Planeador estratégico
Planeador estratégico
Digital Strategist
Produtor
Executivo de contas
Executivo de contas
Web design
Artwork
Artwork
Supervisor de conta
Public Relations
Public Relations
Agência de Mídia
Produtora
Produtor executivo
Produtor executivo
Realizador
Director de fotografia
Produtor
Editor
Dancer
Colorização
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online Studio
Color Producer
Post-production Producer
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grade
Intérprete
Música
Publishing Rights
Produtor de som
Sound Design and Mix
CGI
TituloThe Parents
Agência
Campanha The Parents
Anunciante Volvo
Marca Volvo XC60
Data da primeira Transmissão/Publicação 2020 / 9
Sector Empresarial Automóveis 4x4
Tipo de Mídia Viral
Comprimento
Produtora New Land
Director de arte
Director de arte
Director de arte
Redator
Redator
Supervisor de conta
Executivo de contas
Produtor da agência
PR Strategist
Planner
Designer
Web Design
Realizador
Produtor
Produtor
Director de fotografia
Produtor executivo
Editor
Grading/Online
Fotógrafo
Compositor
TituloThe Hy Project
Agência
Campanha The Hy Project
Anunciante Toyota Motor Corporation
Marca Ayax Toyota
Data da primeira Transmissão/Publicação 2019 / 9
Sector Empresarial Automóveis
Filosofia We are currently experiencing a worldwide boost and growing interest and activism concerning the issue of the Environment. The reality is that we need to do it. Only if each of us contributes to the cause, will we be able to revert the damages we have caused the Earth over the centuries. In this opportunity, it was Uruguay´s turn to do so, through the Hy Project. The Hy Project is devoted to solving problems caused due to the increase of electric and hybrid cars in cities around the world. There is a requirement that will enter into effect in the European Union as of 2020 (and later in the United States), which requires that these vehicles emit sound as a safety standard, both for pedestrians and for other vehicles. The Hy Project takes on this issue from a different perspective: through the creation of a sound that not only alerts of the presence of a vehicle in the public road but also generates a positive effect on the Environment. But how? Investigations carried out in different universities worldwide have revealed that plants react to the vibrations created by specific frequencies: either by absorbing nutrients, by growing or through the assimilation of solar light. The study of such frequencies has enabled the discovery of a range in which the experiments coincide. After such discovery, our team began working in the creation of the first sound for electric cars that benefits the Environment. The Electric Factory, an innovation group in charge of the project, worked together with Ayax Toyota in both the creation and design of the sound and in devising the necessary technology for its implementation in vehicles. The concept behind the project was that “vehicles, environment polluters since their very origin, may, through the Hy Project, be the ones in charge of slowly reversing this trend”.
Tipo de Mídia Ambient
Comprimento
Director executivo criativo
Director executivo criativo
Chief Creative Officer
Director de arte
Director criativo
Chief Marketing Officer (CMO)
President
Creative technologist
Sound Designer
Director criativo
Produtor executivo
TituloThe Small Escape
Agência
Campanha The Small Escape
Anunciante BMW
Marca BMW
Data da primeira Transmissão/Publicação 2019 / 10
Sector Empresarial Automotor
Tipo de Mídia Branded Content
Comprimento
Pós-produção
Realizador
Câmara
Produtora
Director executivo criativo
Editor
Produtor
TituloDrive Like A Bosch
Agência
Campanha Like a Bosch
Anunciante Bosch
Marca Bosch
Data da primeira Transmissão/Publicação 2020
Sector Empresarial Automotor
Tipo de Mídia Interatividade
Comprimento
Director criativo
Production
Managing Partner
Senior Project Manager
Project Manager
Junior Art Director
Produtor executivo
Realizador
Música
Música
TituloBoard Tough Turban
Agência
Campanha Tough Turban
Anunciante Pfaff Harley-Davidson
Marca Pfaff Harley-Davidson
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Motocicletas, motorizadas
História Turban-wearing Sikh motorcyclists are now exempt from helmet laws in provinces across Canada. For some, this creates a difficult choice between the protection offered by a helmet and the deep significance of a Turban to the Sikh identity. With all the technological advances in the world of protective gear, nobody should have to choose between safety and their identity. With this community of riders in mind, Pfaff Harley-Davidson introduced the first impact resistant turban. Layered with bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are. Our open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions.
Tipo de Mídia Case Study
Chief Creative Officer
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
Designer
Produtor da agência
Produtor da agência
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
Director de publicidade
Director de publicidade
Product Design
Produtora
Produtor executivo
Produtor de linha
Realizador
Director de fotografia
Motion Graphics
Illustrator
Engenheiro de áudio
Construtor de site
Construtor de site
Fotógrafo
Online Artist
Chefe de produção
Agency Zulu Alpha Kilo
Chief Creative Officer Zak Mroueh
Creative Director Zak Mroueh
Head of Design Stephanie Yung
ACD Art Director Vic Bath
ACD Writer Dan Cummings
Designer Jeff Watkins
Agency Producer Laura Dubcovsky, Kathryn Brown
Account Team Rob Feightner, Matt Sinuita, David Tremblay, Karla Ramirez, Allison Diaz Mercado
Strategy Team Spencer MacEachern, Shaunagh Farrelly
Client Pfaff Harley-Davidson
Client Brandon Durmann, Melanie Somerville
Product Design Sparks Innovation
Production House Zulubot
Executive Producer Tom Evans
Line Producer Colleen Allen
Director Barbara Shearer
Editor Jessie Posthumus
Motion Graphics Ashlee Mitchell
Illustrator Nabil Elsaadi, Rasna Jaswal
Audio Engineer Dino Cuzzolino
Web Design Jacqui Lau, Kesia Payne
Photographers The Moto Foto | Dan Lim, Raina + Wilson | Fuze Reps.
Online Artist Felipe Chaparro
Head of Production Adam Palmer
PR Team Jacki Nelson Shilletto | Nelson Connects, Andrew Findlater | Select PR
TituloTough Turban
BriefTurban-wearing Sikh motorcyclists are now exempt from helmet laws in provinces across Canada. For some, this creates a difficult choice between the protection offered by a helmet and the deep significance of a Turban to the Sikh identity. With all the technological advances in the world of protective gear, nobody should have to choose between safety and their identity. With this community of riders in mind, Pfaff Harley-Davidson introduced the first impact resistant turban. Layered with bulletproof composite fabric, foam that hardens on impact and 3D printed armour, the Tough Turban empowers riders to protect who they are. Our open-source designs have been shared online so manufacturers across the world can create similar reinforced turbans for riders in their regions.
Agência
Campanha Tough Turban
Anunciante Pfaff Harley-Davidson
Marca Tough Turban
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Automotor
História Since 1903, riders have expressed their identity with a Harley-Davidson. And for some riders, there's no act of self-expression more important than tying a turban. Inspired by the recent helmet-law exemption for Sikh motorcyclists in Ontario, Pfaff Harley-Davidson commissioned a new turban designed with three layers of protection – foam that hardens on impact, bulletproof composite fabrics and 3D printed armor. The designs have been open-sourced so any manufacturers can create tough turbans for riders around the world.
Tipo de Mídia Product Design/Development
Comprimento
Mais Informações www.toughturban.com
Agency
Chief Creative Officer
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
Designer
Produtor da agência
Produtor da agência
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
Director de publicidade
Director de publicidade
Product Design
Produtora
Produtor executivo
Produtor de linha
Realizador
Director de fotografia
Motion Graphics
Illustrator
Engenheiro de áudio
Construtor de site
Construtor de site
Fotógrafo
Online Artist
Chefe de produção
TituloVolvo – Lifesaver
BriefWe decided to train and equip Volvo drivers with AED’s, connecting their Volvos to the national call system for resuscitation.Volvo drivers are registered as civilian first responders. Emergency calls are automatically sent to the car via Volvo On Call. The driver can navigate directly to the victim. With a modest budget and a target of 25, an astonishing 200 enlisted in the first two weeks. The project exceeded expectations by nearly a thousand percent, making national and international headlines.
Agência
Campanha Volvo – Lifesaver
Anunciante Volvo
Marca Volvo
Data da primeira Transmissão/Publicação 2019 / 11
Sector Empresarial Automóveis
História With a cardiac arrest the first six minutes are crucial. But on average ambulances take nine minutes. The concept: equip Volvos with an AED, train drivers on resuscitation and contribute to a better spread of AEDs and thus chances of survival.
Tipo de Mídia Digital Installation
Comprimento
Produtora
Director executivo criativo
Director executivo criativo
Equipa criativa
Equipa criativa
Director criativo
Director criativo
Design Lead
TituloAbandoned Stations 2
Agência
Campanha Abandoned Stations
Anunciante Volkswagen
Marca Volkswagen
PostedMarço 2022
Sector Empresarial Automóveis
Legenda The all electric ID. range is here
Tipo de Mídia Exterior
Director de arte
Director de arte
Redator
Redator
Redator
Chief Creative Officer
Group Creative Director
Fotógrafo
Director assistente criativo
Director assistente criativo
TituloAbandoned Stations 1
Agência
Campanha Abandoned Stations
Anunciante Volkswagen
Marca Volkswagen
PostedJunho 2021
Sector Empresarial Automóveis
Legenda The all electric ID. range is here
Tipo de Mídia Exterior
Director de arte
Director de arte
Redator
Redator
Redator
Chief Creative Officer
Group Creative Director
Fotógrafo
Director assistente criativo
Director assistente criativo
TituloADAPTIVELEDHEADLIGHTS
Agência
Campanha Minimalism
Anunciante BMW
Marca MINI
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Automóveis pequenos e compactos
História Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space. But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.
MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.
The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself.
Tipo de Mídia Exterior
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Managing Diretor
Director de arte
Account Manager
Managing Partner
Managing Partner
Managing Partner
Director criativo
Director de arte
Director criativo
Redator
Director de contas
Global Chief Creative Officer
Head of Art
Director de arte
Redator
TituloPARKDISTANCECONTROL
Agência
Campanha Minimalism
Anunciante BMW
Marca MINI
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Automóveis pequenos e compactos
História Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans to this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space. But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.
MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.
The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized – creating true MINImalism, as simple and timeless as the car itself.
Tipo de Mídia Exterior
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Managing Diretor
Director de arte
Account Manager
Managing Partner
Managing Partner
Managing Partner
Director criativo
Director de arte
Director criativo
Redator
Director de contas
Global Chief Creative Officer
Head of Art
Director de arte
Redator

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