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
Titel | 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. |
Agentur | POL Oslo |
Kampagne | Sandbox |
Werbende | Audi |
Marke | Audi Norge |
Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 2 |
Geschäftsbereich | Kraftfahrzeuge |
Story | 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. |
Problem | 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. |
Medientyp | Case Study |
Länge | |
Mehr Informationen | www.audi.no/sandbox |
Produktionsfirma | Media.Monks |
Creative Director | Petter Bryde |
Texter | Petter Bryde |
Creative Director | Thorbjørn Ruud |
Art Director | Thorbjørn Ruud |
Fotograf | Jo Eken Torp |
Regisseur | Tom Rijpert |
Filmproduzent/Produzent | Anna Adamson |
Agency Producer | Emma Karlsson |
Marketing Director | Kjetil Botten Skogly |
Werbeleiter | Tommy Bækkevold Jensen |
VR Producer | Johan Anstérus |
Programmierer | Tom Eriksen |
Programmierer | Thomas Söderlund |
Programmierer | Bo Gustafsson |
2. Volkswagen / Laughing Horses
Titel | Laughing Horses |
Agentur | Grabarz & Partner |
Kampagne | Laughing Horses |
Werbende | Volkswagen |
Marke | Volkswagen |
Posted | November 2016 |
Produkt | Tiguan with Trailer Assist |
Geschäftsbereich | Autos |
Story | 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. |
Medientyp | Fernsehen |
Chief Creative Officer | Ralf Heuel |
Chief Executive Officer (CEO) | Reinhard Patzschke |
Group Creative Director | Tobias Ahrens |
Creative Director | Matthias Preuß |
Creative Director | Jakob Eckstein |
Texter | Matthias Preuß |
Texter | Paul Von Mühlendahl |
Texter | Jakob Eckstein |
Produktionsfirma | Czar.de (Berlin) |
Regisseur | Bart Timmer |
Agency Producer | Axel Döpner |
Agency Producer | Katja Czok |
Agency Producer | Michael Guntner |
Grafik-Designer | Tobias Lehment |
Account Supervisor | Jan Isterling |
Account Supervisor | Jasmin Schaub |
Account Supervisor | Head of Digital Design |
Marketing Director | Jörn Hartig |
Marketing Director | Henning Teichmann |
Marketing Director | Maren Tinney |
Bild und Kamera | Adam Wallensten |
Executive Producer | Jan Fincke |
Filmproduzent/Produzent | Niko Maronn |
Post-Produktion | Bacon X |
Ton | Studio Funk |
3. Audi / The Doll that Chose to Drive
Titel | The Doll that Chose to Drive |
Titel (Originalsprache) | La muñeca que eligió conducir |
Agentur | Proximity Barcelona |
Kampagne | #changethegame |
Werbende | Audi |
Marke | Audi |
Datum der ersten Ausstrahlung/Veröffentlichung | 2016 / 12 |
Geschäftsbereich | Kraftfahrzeuge |
Slogan | Playing just like driving shouldn't be a matter of gender. Let's change the game |
Medientyp | Internet-Film |
Länge | |
Mehr Informationen | http://www.cambiemoseljuego.com/ |
Regisseur | Jordi García |
Executive Creative Director | Eva Santos |
Creative Director | Carles Alcon |
Art Director | Bor Arroyo |
Animation | Hector Munoz |
4. Audi / “Duel” - Audi Presidential Debate Commercial
Titel | “Duel” - Audi Presidential Debate Commercial |
Agentur | Venables Bell + Partners |
Kampagne | Presidential Debate |
Werbende | Audi |
Marke | Audi |
Datum der ersten Ausstrahlung/Veröffentlichung | 2016 / 9 |
Geschäftsbereich | Autos |
Medientyp | Fernsehen |
Länge | |
Regisseur | Ringan Ledwidge |
Produktionsfirma | Rattling Stick US |
Redaktionsbüro | Work LA |
Cutter | Rich Orrick |
5. Toyota I-Road / Smile Lock Outlet
Titel | Smile Lock Outlet |
Agentur | Dentsu Inc. |
Kampagne | Smile Lock Outlet |
Werbende | Toyota Motor Corporation |
Marke | Toyota I-Road |
Posted | März 2017 |
Geschäftsbereich | Kraftfahrzeuge |
Medientyp | Case Study |
Länge | |
Creative Director | Kazuhiro Shimura |
Account Executive | Masayuki Umezawa |
Account Executive | Watanabe Shun |
Regisseur | Tomoyuki Kato |
6. Volvo XC60 / Moments
Titel | Moments |
Agentur | Forsman & Bodenfors Göteborg |
Kampagne | Moments |
Werbende | Volvo |
Marke | Volvo XC60 |
Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 6 |
Geschäftsbereich | Autos |
Medientyp | Fernsehen |
Länge | |
Produktionsfirma | New Land |
Executive Producer | Therese Engberg |
Direktor Fotografie | Chayse Irvin |
Regisseur | Gustav Johansson |
Strategist | Bjarne Darwall |
Texter | Gustav Johansson |
Kundenbetreuer | Ewa Edlund |
Etatdirektor | Anders Bothén |
Art Director | Karl Risenfors |
Art Director | Andreas Malm |
7. Volvo / ABC Of Death
Titel | ABC Of Death |
Agentur | Filmakademie Baden-Württemberg |
Kampagne | ABC Of Death |
Werbende | Volvo |
Marke | Volvo |
Datum der ersten Ausstrahlung/Veröffentlichung | 2016 / 10 |
Geschäftsbereich | Kraftfahrzeuge |
Medientyp | Interaktiv |
Länge | |
Creative Teammitglied | Dorian |
Bild und Kamera | Jan David Günther |
Filmproduzent/Produzent | Celina Finger |
Filmproduzent/Produzent | Madlen Folk |
Original Soundtrack | Yessian Music GmbH |
Komponist | Ralf Denker |
Komponist | Ingmar Rehberg |
Cutter | Raquel Caro Nunez |
Produktionsdesigner | Mona Otterbach |
Tonstudio | Marvin Keil |
Spezialeffekte | Julian Weiss |
Spezialeffekte | nhb Video GmbH |
Kolorist | Harvest Digital Agriculture GmbH |
Creative Teammitglied | Daniel |
Komponist | Ralf Denker |
8. Volkswagen Independent Cinema Idents / Alien
Titel | Alien |
Agentur | adam&eveDDB |
Kampagne | Alien |
Werbende | Volkswagen |
Marke | Volkswagen Independent Cinema Idents |
Datum der ersten Ausstrahlung/Veröffentlichung | 2016 / 11 |
Geschäftsbereich | Kraftfahrzeuge |
Story | 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. |
Medientyp | Fernsehen |
Länge | |
Redaktionsbüro | Final Cut |
Audio-Postproduktion | 750mph |
Post-Produktion | Electric Theatre Collective |
Produktionsfirma | Somesuch |
Regisseur | Nick Gordon |
Group Chief Creative Officer | Ben Priest |
Executive Creative Director | Ben Tollett |
Chief Creative Officer | Richard Brim |
Creative Teammitglied | Matt Gay |
Creative Teammitglied | John Long |
Musik | Soundtree Music |
9. Volvo / Alice's Wedding
Titel | Alice's Wedding |
Agentur | Havas Taipei |
Kampagne | Alice's Wedding |
Werbende | Volvo |
Marke | Volvo |
Datum der ersten Ausstrahlung/Veröffentlichung | 2016 / 11 |
Geschäftsbereich | Kraftfahrzeuge |
Story | "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. |
Medientyp | Fernsehen |
Länge | |
Chief Creative Officer | Fish Chen |
Creative Director | En Chang |
Texter | Fish Chen |
Texter | En Chang |
Art Director | Nelson Dung |
Etatdirektor | Kevin Ho |
Etatdirektor | Agatha Ho |
Kundenbetreuer | Roddy Hsieh |
Account Executive | Felicia Hsueh |
Produktionsfirma | Greatland Films |
Regisseur | Lo Ging-Zim |
Direktor Fotografie | Aj Lin |
Gaffer | Liang Wen-Tai |
Executive Producer | Huang Yu-Ming |
VFX/Post Production | Greatland Films |
Tonproduktion | Mind Biz Multimedia |
Komponist | Thehoneydrippers |
10. Volvo / The Get Away Car
Titel | The Get Away Car |
Agentur | Forsman & Bodenfors Göteborg |
Kampagne | The Get Away Car |
Werbende | Volvo |
Marke | Volvo |
Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 1 |
Geschäftsbereich | Autos |
Story | 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. |
Medientyp | Fernsehen |
Länge | |
Produktionsfirma | Park Pictures |
Produzent | Tim Kerrison |
Produktionsleitung | Sophie Hubble |
Executive Producer | Stephen Brierley |
Direktor Fotografie | Evan Prosofsky |
Regisseur | Vincent Haycock |
Leitung Musik | Jenny Ring |
Music / Sound Design | Hanan Townshend |