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
Titre | 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. |
Agence | POL Oslo |
Campagne | Sandbox |
Annonceur | Audi |
Marque | Audi Norge |
Date de première diffusion/publication | 2017 / 2 |
Secteur d'activité | Secteur automobile |
Synopsis | 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. |
Problème | 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. |
Type de média | Etude de cas |
Longueur | |
Plus d'info | www.audi.no/sandbox |
Maison de production | Media.Monks |
Directeur de création | Petter Bryde |
Concepteur / rédacteur | Petter Bryde |
Directeur de création | Thorbjørn Ruud |
Directeur artistique | Thorbjørn Ruud |
Photographe | Jo Eken Torp |
Réalisateur | Tom Rijpert |
Producteur, maison de production | Anna Adamson |
Producteur, agence | Emma Karlsson |
Marketing Director | Kjetil Botten Skogly |
Responsable de la publicité (annonceur) | Tommy Bækkevold Jensen |
VR Producer | Johan Anstérus |
Programmeur | Tom Eriksen |
Programmeur | Thomas Söderlund |
Programmeur | Bo Gustafsson |
2. Volkswagen / Laughing Horses
Titre | Laughing Horses |
Agence | Grabarz & Partner |
Campagne | Laughing Horses |
Annonceur | Volkswagen |
Marque | Volkswagen |
Mise en ligne | Novembre 2016 |
Produit | Tiguan with Trailer Assist |
Secteur d'activité | Voitures |
Synopsis | 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. |
Type de média | Télévision |
Responsable de la création | Ralf Heuel |
PDG | Reinhard Patzschke |
Directeur de création groupe | Tobias Ahrens |
Directeur de création | Matthias Preuß |
Directeur de création | Jakob Eckstein |
Concepteur / rédacteur | Matthias Preuß |
Concepteur / rédacteur | Paul Von Mühlendahl |
Concepteur / rédacteur | Jakob Eckstein |
Maison de production | Czar.de (Berlin) |
Réalisateur | Bart Timmer |
Producteur, agence | Axel Döpner |
Producteur, agence | Katja Czok |
Producteur, agence | Michael Guntner |
Infographiste | Tobias Lehment |
Chef de groupe | Jan Isterling |
Chef de groupe | Jasmin Schaub |
Chef de groupe | Head of Digital Design |
Marketing Director | Jörn Hartig |
Marketing Director | Henning Teichmann |
Marketing Director | Maren Tinney |
Cinématographie | Adam Wallensten |
Producteur exécutif | Jan Fincke |
Producteur, maison de production | Niko Maronn |
Post production | Bacon X |
Son | Studio Funk |
3. Audi / The Doll that Chose to Drive
Titre | The Doll that Chose to Drive |
Titre (langue originale) | La muñeca que eligió conducir |
Agence | Proximity Barcelona |
Campagne | #changethegame |
Annonceur | Audi |
Marque | Audi |
Date de première diffusion/publication | 2016 / 12 |
Secteur d'activité | Secteur automobile |
Slogan | Playing just like driving shouldn't be a matter of gender. Let's change the game |
Type de média | Film Web |
Longueur | |
Plus d'info | http://www.cambiemoseljuego.com/ |
Réalisateur | Jordi García |
Directeur de la création | Eva Santos |
Directeur de création | Carles Alcon |
Directeur artistique | Bor Arroyo |
Animation | Hector Munoz |
4. Audi / “Duel” - Audi Presidential Debate Commercial
Titre | “Duel” - Audi Presidential Debate Commercial |
Agence | Venables Bell + Partners |
Campagne | Presidential Debate |
Annonceur | Audi |
Marque | Audi |
Date de première diffusion/publication | 2016 / 9 |
Secteur d'activité | Voitures |
Type de média | Télévision |
Longueur | |
Réalisateur | Ringan Ledwidge |
Maison de production | Rattling Stick US |
Montage | Work LA |
Monteur | Rich Orrick |
5. Toyota I-Road / Smile Lock Outlet
Titre | Smile Lock Outlet |
Agence | Dentsu Inc. |
Campagne | Smile Lock Outlet |
Annonceur | Toyota Motor Corporation |
Marque | Toyota I-Road |
Mise en ligne | Mars 2017 |
Secteur d'activité | Secteur automobile |
Type de média | Etude de cas |
Longueur | |
Directeur de création | Kazuhiro Shimura |
Chef de groupe | Masayuki Umezawa |
Chef de groupe | Watanabe Shun |
Réalisateur | Tomoyuki Kato |
6. Volvo XC60 / Moments
Titre | Moments |
Agence | Forsman & Bodenfors Göteborg |
Campagne | Moments |
Annonceur | Volvo |
Marque | Volvo XC60 |
Date de première diffusion/publication | 2017 / 6 |
Secteur d'activité | Voitures |
Type de média | Télévision |
Longueur | |
Maison de production | New Land |
Producteur exécutif | Therese Engberg |
Directeur de la photo | Chayse Irvin |
Réalisateur | Gustav Johansson |
Stratégie | Bjarne Darwall |
Concepteur / rédacteur | Gustav Johansson |
Responsable de budget agence | Ewa Edlund |
Directeur de clientèle | Anders Bothén |
Directeur artistique | Karl Risenfors |
Directeur artistique | Andreas Malm |
7. Volvo / ABC Of Death
Titre | ABC Of Death |
Agence | Filmakademie Baden-Württemberg |
Campagne | ABC Of Death |
Annonceur | Volvo |
Marque | Volvo |
Date de première diffusion/publication | 2016 / 10 |
Secteur d'activité | Secteur automobile |
Type de média | Digital |
Longueur | |
Equipe créative | Dorian |
Cinématographie | Jan David Günther |
Producteur, maison de production | Celina Finger |
Producteur, maison de production | Madlen Folk |
Original Soundtrack | Yessian Music GmbH |
Compositeur de musique | Ralf Denker |
Compositeur de musique | Ingmar Rehberg |
Monteur | Raquel Caro Nunez |
Chef décorateur | Mona Otterbach |
Sociéte de création sonore | Marvin Keil |
Effets spéciaux | Julian Weiss |
Effets spéciaux | nhb Video GmbH |
Coloriste | Harvest Digital Agriculture GmbH |
Equipe créative | Daniel |
Compositeur de musique | Ralf Denker |
8. Volkswagen Independent Cinema Idents / Alien
Titre | Alien |
Agence | adam&eveDDB |
Campagne | Alien |
Annonceur | Volkswagen |
Marque | Volkswagen Independent Cinema Idents |
Date de première diffusion/publication | 2016 / 11 |
Secteur d'activité | Secteur automobile |
Synopsis | 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. |
Type de média | Télévision |
Longueur | |
Montage | Final Cut |
Post-Production audio | 750mph |
Post production | Electric Theatre Collective |
Maison de production | Somesuch |
Réalisateur | Nick Gordon |
Group Chief Creative Officer | Ben Priest |
Directeur de la création | Ben Tollett |
Responsable de la création | Richard Brim |
Equipe créative | Matt Gay |
Equipe créative | John Long |
Musique | Soundtree Music |
9. Volvo / Alice's Wedding
Titre | Alice's Wedding |
Agence | Havas Taipei |
Campagne | Alice's Wedding |
Annonceur | Volvo |
Marque | Volvo |
Date de première diffusion/publication | 2016 / 11 |
Secteur d'activité | Secteur automobile |
Synopsis | "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. |
Type de média | Télévision |
Longueur | |
Responsable de la création | Fish Chen |
Directeur de création | En Chang |
Concepteur / rédacteur | Fish Chen |
Concepteur / rédacteur | En Chang |
Directeur artistique | Nelson Dung |
Directeur de clientèle | Kevin Ho |
Directeur de clientèle | Agatha Ho |
Responsable de budget agence | Roddy Hsieh |
Chef de groupe | Felicia Hsueh |
Maison de production | Greatland Films |
Réalisateur | Lo Ging-Zim |
Directeur de la photo | Aj Lin |
Gaffer | Liang Wen-Tai |
Producteur exécutif | Huang Yu-Ming |
VFX/Post Production | Greatland Films |
Production du son | Mind Biz Multimedia |
Compositeur de musique | Thehoneydrippers |
10. Volvo / The Get Away Car
Titre | The Get Away Car |
Agence | Forsman & Bodenfors Göteborg |
Campagne | The Get Away Car |
Annonceur | Volvo |
Marque | Volvo |
Date de première diffusion/publication | 2017 / 1 |
Secteur d'activité | Voitures |
Synopsis | 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. |
Type de média | Télévision |
Longueur | |
Maison de production | Park Pictures |
Producteur | Tim Kerrison |
Responsable de la production | Sophie Hubble |
Producteur exécutif | Stephen Brierley |
Directeur de la photo | Evan Prosofsky |
Réalisateur | Vincent Haycock |
Music Supervision | Jenny Ring |
Music / Sound Design | Hanan Townshend |