The Most Creative Campaigns, Brands
and Agencies in Automotive

 
THE ERA OF MACHO AUTO ADS SEEMS WELL AND TRULY PAST AS WOMEN AND CHILDREN RULE OVER THE YEAR’S MOST AWARDED CREATIVE WORK.

Women were well and truly behind the wheel in 2019, notably with Bertha Benz driving her husband’s horseless carriage into the future. But while that film had a polished classicism about it, Volvo and its agency Forsman & Bodenfors stole slots one and four with their innovative E.V.A. Initiative, driven by the insight that crash test dummies are modelled on men, with repercussions for women’s safety. Mercedes and its agency antoni packed an emotional punch with “In the Long Run”, a superbly crafted film featuring another impressive heroine – this time an athlete. But children got a look in too, thanks to Volkswagen’s “Road Tales”, a cute and clever app that turns landmarks on motor trips into the elements of spoken stories, encouraging kids to look at the scenery rather than being riveted to screens. Accessibility was a theme for both Ford – with a car mat that’s also a wheelchair ramp – and Hyundai – which created a haptic taxi cab for a deaf driver. Meanwhile, Toyota put us in the awesome shoes of blind downhill skier Menna Fitzpatrick. It was almost as scary as the man who returned to the scene of his auto accident at Chapman’s Peak – albeit behind the wheel of a far safer vehicle: a Mercedes, bringing Bertha’s story full circle.

Most awarded
campaigns, brands &
agencies in
Automotive in 2019

Most awarded
campaigns, brands and
agencies in
Automotive in 2019

CAMPAIGNS

Brand, Title, Agency
1
Forsman & Bodenfors Göteborg
2
Dentsu Creative, Amsterdam
3
antoni GmbH, Berlin
4
antoni GmbH, Berlin
5
INNOCEAN, Seoul
6
Dentsu Creative, Amsterdam
7
GTB, Sao Paulo
8
Saatchi & Saatchi Los Angeles, Torrance
9
Net#work BBDO, Johannesburg
10
DDB Sydney, Ultimo
11
Dentsu Inc., Tokyo
12
whiteGREY, Sydney
13
Serviceplan Group, Munich
14
Grabarz & Partner, Hamburg
15
Scholz & Friends Berlin GmbH

BRANDS

Brand
1 Volkswagen
2 Volvo
3 Mercedes-Benz
4 Hyundai
5 Toyota

AGENCIES

Name
1 Forsman & Bodenfors Göteborg
2 antoni GmbH, Berlin
3 Dentsu Creative, Amsterdam
4 INNOCEAN, Seoul
5 DDB Paris

Watch

TitelThe E.V.A. Initiative
Agentur
Kampagne The E.V.A. Initiative
Werbende Volvo
Marke Volvo
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Autos
Story 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.
Medientyp Integrated Media/360 Activation
Länge
Markt Großbritannien
Soundtrack “Without You (feat. Kerry Leatham)”
Mehr Informationen 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
Ton
Kampagnenmanager
Texter
Texter
Texter
Art Director
Art Director
Art Director
Art Director
Strategieplaner
Strategieplaner
Digitale Strategie
Produzent
Account Executive
Account Executive
Web design
Artwork
Artwork
Account Supervisor
Public Relations
Public Relations
Medienagentur
Produktionsfirma
Executive Producer
Executive Producer
Regisseur
Direktor Fotografie
Produzent
Cutter
Dancer
Kolorierung
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online-Studio
Color Producer
Produzent Post-Produktion
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grad
Darsteller
Musik
Publishing Rights
Produzent Ton
Sound Design and Mix
CGI
TitelRoad Tales
Titel (Originalsprache)Snelweg Sprookjes
Agentur
Kampagne Road Tales
Werbende Volkswagen Group
Marke Volkswagen
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 1
Geschäftsbereich Kraftfahrzeuge
Story How to encourage kids to enjoy the scenery during road trips rather than being riveted to a screen? Road Tales are location-based audiobooks that transform car journeys into magical tales. Landmarks like windmills, bridges and lakes become story elements. Parents can download the app and play the interactive stories through the car’s sound system. 5000 kilometres of highway were scanned to create a custom experience for every ride. Through a mix of classic storytelling, "I spy" and creative use of data, VW turns every journey into a story.
Philosophie Most of us can relate to the image of kids looking outside the window letting their mind wander into imaginary worlds as they travel along the road. But the back seat of most family cars today looks quite differently: children sucked into screens, disconnected from what surrounds them. Screen time is constantly increasing, specially among younger generations. The American Academy of Pediatrics (AAP) updated their guidelines for children’s media use, as children desperately need more free time to ignite their imaginations and develop a sense of wonder . Instead of activating their imagination, children 1 are overstimulated by all that extensive screen time. Creative agency ACHTUNG! mcgarrybowen developed ‘Snelweg Sprookjes’ (translated: Road Tales) for Volkswagen Netherlands. An app with location based interactive audiobooks that transform ordinary road objects into magical characters of a story. The main goal of the app is to make children curious about looking outside again as they ride in the car - but also to give parents a good alternative for the use of screens. In the Netherlands Volkswagen is one of the most driven family cars. Thousands of children are spending time on the back seats of cars on a daily basis. Most of this time is filled with a digital screen. With 'Road Tales', Volkswagen wants to bring imagination back to where it has always belonged: the back seat. Mervyn ten Dam - executive creative director ACHTUNG! mcgarrybowen Amsterdam: “With the app we stimulate the imagination of kids and create a fun and interactive experience for the whole family. Through a custom story-engine, the app builds stories in real-time around ordinary highway objects. For example, a story turns a tunnel into a rocket launcher. With this app we want to give children the ability to trigger their creative thinking skills, which are essential to self-discovery.”
Medientyp Case Study
Länge
Production
Development app
Sound
Illustrations
Manager Marketing Communication
Team Manager Marketing Communication
Brand Communication Manager
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Creative
Creative
Creative
Account Manager
Strategy Director
Strategy
Head of Production
Content Producer
Digital Producer
Designer
Designer
Design Director
UX design
Illustrator
Produktionsfirma
Production Company
Production Company
Sound Design
Writer
Writer
Writer
Writer
Writer
Writer
TitelBertha Benz: The Journey That Changed Everything
Agentur
Kampagne Bertha Benz: The Journey That Changed Everything
Werbende Daimler AG
Marke Mercedes-Benz
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Kraftfahrzeuge
Slogan She believed in more than a car. She believed in herself
Story To prove that her husband’s invention was the future of mobility, Bertha Benz went on the first long-distance journey in an automobile. 131 years later, she was celebrated in a short film launched on International Women’s Day. We see Bertha driving her "horseless carriage" into a fearful town, where a pharmacy that sells "ligroin" petroleum unwittingly becomes the world's first gas station. After overcoming the scepticism of onlookers, and especially the contempt of the menfolk, she motors triumphantly away.
Medientyp Internet-Film
Länge
Redaktionsbüro
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Geschäftsführer
Geschäftsführer
Geschäftsführer
Executive Creative Director
Executive Creative Director
Executive Creative Director
Creative Director
Texter
Strategist
Produktionsfirma Anorak Film
Regisseur
Geschäftsführer
Executive Producer
Produzent
Filmproduzent/Produzent
Direktor Fotografie
Produktionsdesigner
Cutter
Tonstudio
Komponist
Komponist
Komponist
Filmproduzent/Produzent
TitelIn the Long Run
Agentur
Kampagne In the Long Run
Werbende Daimler AG
Marke Mercedes-Benz GLE
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 12
Geschäftsbereich Autos
Story We meet a woman who's an accomplished athlete, although she seems to have suffered an injury in the past. On the day before her biggest event, a triathlon, her daughter refuses to come and watch her. As we see the woman going through her paces, the film intercuts with scenes of the little girl at home, looking at old cuttings and photos. Abruptly she changes her mind and calls her dad, who speeds to collect her in the family Mercedes. They arrive just in time to meet mum by the finishing line, where there's an emotional twist.
Medientyp Internet-Film
Länge
Soundtrack Cold Little Heart
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Texter
Art Director
Strategist
Strategist
Strategist
Filmproduzent/Produzent
Executive Creative Director
Creative Director
Creative Director
Creative Director
Direktor Kreation
Etatdirektor
Etatdirektor
Direktor Kundenservice
Geschäftsführer
Produktionsfirma
Executive Producer
Regisseur
Direktor Fotografie
Filmproduzent/Produzent
Redaktionsbüro
Produktionsfirma
Komponist
Komponist
Komponist
MUSIC Artist
TitelThe Quiet Taxi
Agentur
Kampagne The Quiet Taxi
Werbende Hyundai Motor Group
Marke Hyundai
Datum der ersten Ausstrahlung/Veröffentlichung 2019
Geschäftsbereich Kraftfahrzeuge
Medientyp Internet-Film
Länge
Chief Creative Officer
Executive Creative Director
Executive Account Director
Chief Account Manager
Art Director
Creative Technologist
Texter
Art Director
Art Director
Creative Technologist
Creative Technologist
Agency Producer
Account Team
Account Team
Account Team
Translator
Director
Art Director
Executive Producer
Film Producer
Direktor Fotografie
Direktor Fotografie
Gaffer
Editor
2D Editor
Sound Designer
TitelRoad Tales 1
Titel (Originalsprache)Snelweg Sprookjes
Agentur
Kampagne Road Tales
Werbende Volkswagen Group
Marke Volkswagen
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 1
Geschäftsbereich Kraftfahrzeuge
Philosophie Most of us can relate to the image of kids looking outside the window letting their mind wander into imaginary worlds as they travel along the road. But the back seat of most family cars today looks quite differently: children sucked into screens, disconnected from what surrounds them. Screen time is constantly increasing, specially among younger generations. The American Academy of Pediatrics (AAP) updated their guidelines for children’s media use, as children desperately need more free time to ignite their imaginations and develop a sense of wonder . Instead of activating their imagination, children 1 are overstimulated by all that extensive screen time. Creative agency ACHTUNG! mcgarrybowen developed ‘Snelweg Sprookjes’ (translated: Road Tales) for Volkswagen Netherlands. An app with location based interactive audiobooks that transform ordinary road objects into magical characters of a story. The main goal of the app is to make children curious about looking outside again as they ride in the car - but also to give parents a good alternative for the use of screens. In the Netherlands Volkswagen is one of the most driven family cars. Thousands of children are spending time on the back seats of cars on a daily basis. Most of this time is filled with a digital screen. With 'Road Tales', Volkswagen wants to bring imagination back to where it has always belonged: the back seat. Mervyn ten Dam - executive creative director ACHTUNG! mcgarrybowen Amsterdam: “With the app we stimulate the imagination of kids and create a fun and interactive experience for the whole family. Through a custom story-engine, the app builds stories in real-time around ordinary highway objects. For example, a story turns a tunnel into a rocket launcher. With this app we want to give children the ability to trigger their creative thinking skills, which are essential to self-discovery.”
Medientyp Fernsehen
Länge
Production
Development app
Sound
Illustrations
Manager Marketing Communication
Team Manager Marketing Communication
Brand Communication Manager
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Creative
Creative
Creative
Account Manager
Strategy Director
Strategy
Head of Production
Content Producer
Digital Producer
Designer
Designer
Design Director
UX design
Illustrator
Produktionsfirma
Production Company
Production Company
Sound Design
Writer
Writer
Writer
Writer
Writer
Writer
TitelAccessibility mat
Agentur
Kampagne Accessibility mat
Werbende Ford Motor Company
Marke Ford Motor Company
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Kraftfahrzeuge
Medientyp Interaktiv
Länge
Titel@Seelikemenna
Agentur
Kampagne @Seelikemenna
Werbende Toyota Motor Corporation
Marke Toyota
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 2
Geschäftsbereich Kraftfahrzeuge
Medientyp Case Study
Länge
TitelReturn to Chapman's Peak
Agentur
Kampagne Return to Chapman's Peak
Werbende Daimler AG
Marke Mercedes-Benz
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 5
Geschäftsbereich Autos
Story Legendary South African crash survivor revisits site of 30 story plunge in autonomous S-Class.
Medientyp Internet-Film
Länge
Art Director
Agency Producer
Image Design
Werbeleiter
Chief Creative Officer
Bild und Kamera
Creative Director
Regisseur
Cutter
Executive Creative Director
Produktionsfirma
Musik
Post-Produktion
Filmproduzent/Produzent
TitelPolo Unfail
Agentur
Kampagne Polo Unfail
Werbende Volkswagen
Marke Volkswagen Polo
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 12
Geschäftsbereich Kraftfahrzeuge
Medientyp Interaktiv
Länge
Chief Creative Officer
Executive Creative Director
Kreativpartner
Kreativpartner
Creative
Creative
Geschäftsführender Teilhaber
Business Director
Business Manager
Head of Integrated Content
Producer
General Manager Marketing
Marketing Communications Manager
Brand Communications Specialist
Director
Producer
TitelOrigami
Agentur
Kampagne Origami
Werbende Honda Motor Co., Ltd.
Marke Honda
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 9
Geschäftsbereich Kraftfahrzeuge
Medientyp Internet-Film
Länge
TitelLiving Seawall
Agentur
Kampagne Living Seawall
Werbende Volvo
Marke Volvo
PostedJuli 2018
Geschäftsbereich Kraftfahrzeuge
Medientyp Case Study
Länge
Geschäftsführer
Art Director
Executive Creative Director
Group Account Director
Digital Art Director
Kundenbetreuer
Etatdirektor
Social Media Expert
Strategist
Produzent Digital
TitelThe Shortcut Billboards
BriefThe Mini Connected system lets drivers save time by helping them avoid traffic and find the quickest way around the city. To bring the idea to the streets in a fun way, billboards became doors, ladders and steps that allowed pedestrians to take alternative routes around the city, shortening their routes by as much as 12 minutes. By crossing a football pitch, scaling a wall or passing through a tunnel, Berliners experienced the time-saving benefits of Mini Connected.
Agentur
Kampagne The Shortcut Billboards
Werbende BMW
Marke MINI Connected
PostedNovember 2018
Geschäftsbereich Kleinwagen
Story Within the framework of the campaign for MINI’s new fully connected car range we needed to come up with an idea that promotes Real-Time Traffic Information (RTTI) – a feature that gives car drivers real-time alerts for any accidents, traffic jams and roadworks ahead.
Medientyp Ambient
Produktionsfirma
Global Chief Creative Officer
Creative Managing Partner, Germany
Managing Creative Director
Geschäftsführender Teilhaber
Etatdirektor
Kundenbetreuer
Creative Director
Texter
Art Director
Junior Art Director
Geschäftsführer
FFF Producer
Freelance Producer
Chief Executive Officer (CEO)
Regisseur
Produktionsleitung
Produktionsfirma
Herstellungsleiter
Produktionsassistant
Produktionsassistant
TitelThe 24 Minutes of Le Mans
BriefPorsche and the 24 Hours of Le Mans race go back decades. After three victories in a row, Porsche decided to bid farewell to Le Mans’ LMP1 class. A shock for petrolhead fans! So they were given the ultimate gift. The last tyres from the victorious car, the 919 Hybrid, were turned into a limited edition vinyl record. The disc itself told the story of Porsche at Le Mans: 24 stories in 24 minutes. Thanks to an auction, fans could get their hands on the first 24 copies, raising a six-figure sum for a charity working with disabled children at Le Mans.
Agentur
Kampagne The 24 Minutes of Le Mans
Werbende Porsche
Marke Porsche
PostedNovember 2019
Geschäftsbereich Kraftfahrzeuge
Story Porsche and the 24 Hours of Le Mans are a legend that goes back decades. After three overall victories in a row, Porsche decided to bid farewell to Le Mans’ LMP1 class. A shock for the true petrolhead brand fans! So we made the goodbye as epic as possible for them.We immortalized the last set of tyres of their victorious race car, the 919 Hybrid, cut them and pressed a vinyl record out of them – a unique premium collector’s item, strictly limited to 200 pieces. On the vinyl: the legendary history of Porsche at Le Mans. 24 stories in 24 symbolic minutes.Fans were able to get their hands on only the first 24 of these one-of-a-kind records. They were auctioned over 24 hours on the 24th of February, raising a six-figure sum for an organization working with disabled children at Le Mans.
Medientyp Case Study
Chief Creative Officer
Chief Executive Officer (CEO)
Creative Team Lead
Creative Director
Creative Director
Creative Director
Art Director
Art Director
Art Director
Art Director
Art Director
Texter
Texter
Texter
Texter
Texter
Texter
Texter
Kundenbetreuer
Kundenbetreuer
Art Buyer
Produzent
Grafik-Designer
Grafik-Designer
Grafik-Designer
TitelDie Faszination Porsche wird neu programmiert (DE)
Agentur
Kampagne Die Faszination Porsche wird neu programmiert
Werbende Dr. Ing. h.c. F. Porsche AG
Marke Porsche
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 7
Geschäftsbereich Sportwagen
Medientyp Corporate Communications
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