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
Título | 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. |
Agencia | POL Oslo |
Campaña | Sandbox |
Anunciante | Audi |
Marca | Audi Norge |
Fecha de primera difusión/publicación | 2017 / 2 |
Sector Empresarial | Automotor |
Sinopsis | 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. |
Medio | Case Study |
Duración | |
Más información | www.audi.no/sandbox |
Productora | Media.Monks |
Director creativo | Petter Bryde |
Responsable de conceptos / redactor | Petter Bryde |
Director creativo | Thorbjørn Ruud |
Director artístico | Thorbjørn Ruud |
Fotógrafo | Jo Eken Torp |
Realizador | Tom Rijpert |
Productor de la productora | Anna Adamson |
Productor de la agencia | Emma Karlsson |
Marketing Director | Kjetil Botten Skogly |
Director de publicidad | Tommy Bækkevold Jensen |
VR Producer | Johan Anstérus |
Programador | Tom Eriksen |
Programador | Thomas Söderlund |
Programador | Bo Gustafsson |
2. Volkswagen / Laughing Horses
Título | Laughing Horses |
Agencia | Grabarz & Partner |
Campaña | Laughing Horses |
Anunciante | Volkswagen |
Marca | Volkswagen |
Posted | Noviembre 2016 |
Producto | Tiguan with Trailer Assist |
Sector Empresarial | Automóviles |
Sinopsis | 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. |
Medio | Televisión |
Responsable de la creación | Ralf Heuel |
Chief Executive Officer (CEO) | Reinhard Patzschke |
Director del grupo de creación | Tobias Ahrens |
Director creativo | Matthias Preuß |
Director creativo | Jakob Eckstein |
Responsable de conceptos / redactor | Matthias Preuß |
Responsable de conceptos / redactor | Paul Von Mühlendahl |
Responsable de conceptos / redactor | Jakob Eckstein |
Productora | Czar.de (Berlin) |
Realizador | Bart Timmer |
Productor de la agencia | Axel Döpner |
Productor de la agencia | Katja Czok |
Productor de la agencia | Michael Guntner |
Diseñador gráfico | Tobias Lehment |
Jefe de cuentas | Jan Isterling |
Jefe de cuentas | Jasmin Schaub |
Jefe de cuentas | Head of Digital Design |
Marketing Director | Jörn Hartig |
Marketing Director | Henning Teichmann |
Marketing Director | Maren Tinney |
Cinematografia | Adam Wallensten |
Productor ejecutivo | Jan Fincke |
Productor de la productora | Niko Maronn |
Postproducción | Bacon X |
Sonido | Studio Funk |
3. Audi / The Doll that Chose to Drive
Título | The Doll that Chose to Drive |
Título (Lengua original) | La muñeca que eligió conducir |
Agencia | Proximity Barcelona |
Campaña | #changethegame |
Anunciante | Audi |
Marca | Audi |
Fecha de primera difusión/publicación | 2016 / 12 |
Sector Empresarial | Automotor |
Lema | Playing just like driving shouldn't be a matter of gender. Let's change the game |
Medio | Web Film |
Duración | |
Más información | http://www.cambiemoseljuego.com/ |
Realizador | Jordi García |
Director ejecutivo de creación | Eva Santos |
Director creativo | Carles Alcon |
Director artístico | Bor Arroyo |
Animación | Hector Munoz |
4. Audi / “Duel” - Audi Presidential Debate Commercial
Título | “Duel” - Audi Presidential Debate Commercial |
Agencia | Venables Bell + Partners |
Campaña | Presidential Debate |
Anunciante | Audi |
Marca | Audi |
Fecha de primera difusión/publicación | 2016 / 9 |
Sector Empresarial | Automóviles |
Medio | Televisión |
Duración | |
Realizador | Ringan Ledwidge |
Productora | Rattling Stick US |
Montaje | Work LA |
Montador | Rich Orrick |
5. Toyota I-Road / Smile Lock Outlet
Título | Smile Lock Outlet |
Agencia | Dentsu Inc. |
Campaña | Smile Lock Outlet |
Anunciante | Toyota Motor Corporation |
Marca | Toyota I-Road |
Posted | Marzo 2017 |
Sector Empresarial | Automotor |
Medio | Case Study |
Duración | |
Director creativo | Kazuhiro Shimura |
Ejecutivo de cuentas | Masayuki Umezawa |
Ejecutivo de cuentas | Watanabe Shun |
Realizador | Tomoyuki Kato |
6. Volvo XC60 / Moments
Título | Moments |
Agencia | Forsman & Bodenfors Göteborg |
Campaña | Moments |
Anunciante | Volvo |
Marca | Volvo XC60 |
Fecha de primera difusión/publicación | 2017 / 6 |
Sector Empresarial | Automóviles |
Medio | Televisión |
Duración | |
Productora | New Land |
Productor ejecutivo | Therese Engberg |
Director de fotografía | Chayse Irvin |
Realizador | Gustav Johansson |
Strategist | Bjarne Darwall |
Responsable de conceptos / redactor | Gustav Johansson |
Responsable de cuentas de agencia | Ewa Edlund |
Director de cuentas | Anders Bothén |
Director artístico | Karl Risenfors |
Director artístico | Andreas Malm |
7. Volvo / ABC Of Death
Título | ABC Of Death |
Agencia | Filmakademie Baden-Württemberg |
Campaña | ABC Of Death |
Anunciante | Volvo |
Marca | Volvo |
Fecha de primera difusión/publicación | 2016 / 10 |
Sector Empresarial | Automotor |
Medio | Interactivo |
Duración | |
Miembro del equipo creativo | Dorian |
Cinematografia | Jan David Günther |
Productor de la productora | Celina Finger |
Productor de la productora | Madlen Folk |
Original Soundtrack | Yessian Music GmbH |
Compositor de música | Ralf Denker |
Compositor de música | Ingmar Rehberg |
Montador | Raquel Caro Nunez |
Jefe de decorados | Mona Otterbach |
Empresa de creación sonora | Marvin Keil |
Efectos especiales | Julian Weiss |
Efectos especiales | nhb Video GmbH |
Colorista | Harvest Digital Agriculture GmbH |
Miembro del equipo creativo | Daniel |
Compositor de música | Ralf Denker |
8. Volkswagen Independent Cinema Idents / Alien
Título | Alien |
Agencia | adam&eveDDB |
Campaña | Alien |
Anunciante | Volkswagen |
Marca | Volkswagen Independent Cinema Idents |
Fecha de primera difusión/publicación | 2016 / 11 |
Sector Empresarial | Automotor |
Sinopsis | 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. |
Medio | Televisión |
Duración | |
Montaje | Final Cut |
Audio Post Production | 750mph |
Postproducción | Electric Theatre Collective |
Productora | Somesuch |
Realizador | Nick Gordon |
Group Chief Creative Officer | Ben Priest |
Director ejecutivo de creación | Ben Tollett |
Responsable de la creación | Richard Brim |
Miembro del equipo creativo | Matt Gay |
Miembro del equipo creativo | John Long |
Música | Soundtree Music |
9. Volvo / Alice's Wedding
Título | Alice's Wedding |
Agencia | Havas Taipei |
Campaña | Alice's Wedding |
Anunciante | Volvo |
Marca | Volvo |
Fecha de primera difusión/publicación | 2016 / 11 |
Sector Empresarial | Automotor |
Sinopsis | "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. |
Medio | Televisión |
Duración | |
Responsable de la creación | Fish Chen |
Director creativo | En Chang |
Responsable de conceptos / redactor | Fish Chen |
Responsable de conceptos / redactor | En Chang |
Director artístico | Nelson Dung |
Director de cuentas | Kevin Ho |
Director de cuentas | Agatha Ho |
Responsable de cuentas de agencia | Roddy Hsieh |
Ejecutivo de cuentas | Felicia Hsueh |
Productora | Greatland Films |
Realizador | Lo Ging-Zim |
Director de fotografía | Aj Lin |
Gaffer | Liang Wen-Tai |
Productor ejecutivo | Huang Yu-Ming |
VFX/Post Production | Greatland Films |
Producción de sonido | Mind Biz Multimedia |
Compositor de música | Thehoneydrippers |
10. Volvo / The Get Away Car
Título | The Get Away Car |
Agencia | Forsman & Bodenfors Göteborg |
Campaña | The Get Away Car |
Anunciante | Volvo |
Marca | Volvo |
Fecha de primera difusión/publicación | 2017 / 1 |
Sector Empresarial | Automóviles |
Sinopsis | 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. |
Medio | Televisión |
Duración | |
Productora | Park Pictures |
Productor | Tim Kerrison |
Responsable de la producción | Sophie Hubble |
Productor ejecutivo | Stephen Brierley |
Director de fotografía | Evan Prosofsky |
Realizador | Vincent Haycock |
Music Supervision | Jenny Ring |
Music / Sound Design | Hanan Townshend |