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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

TitelUpstream
Agentur
Kampagne Upstream
Werbende Toyota Motor Corporation
Marke Toyota
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 1
Geschäftsbereich Kraftfahrzeuge
Story 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
Medientyp Fernsehen
Länge
Redaktionsbüro
Produktionsfirma
Regisseur
Executive Producer
Herstellungsleiter
Direktor Fotografie
Cutter
Filmübertragung
Kolorist
VFX Company
Musik The Elements Music
Komponist
Tonstudio LSD
Sounddesigner
Audio-Postproduktion
Chief Creative Officer
Executive Creative Director
Group Creative Director
Stellvertretender Creative Director
Stellvertretender Creative Director
Art Director
Art Director
Stellvertretender Creative Director
Texter
Titel100% electric vehicles town
Titel (Originalsprache)La ville 100% électrique
Agentur
Kampagne 100% electric vehicles town
Werbende Renault
Marke Renault Zoe
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 10
Geschäftsbereich Autos
Medientyp Branded Content
Länge
President
Executive Creative Director
Texter
Texter
Art Director
Art Director
Art Director
Etatdirektor
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Strategieplaner
Digital Manager
Digital Manager
Agency Producer
Regisseur
Chief Operator
Direktor Fotografie
Produktionsfirma
Filmproduzent/Produzent
Produktionsleitung
Post production director
Etatdirektor
Geschäftsführer
Kundenbetreuer
Chief Creative Officer
TitelMINImalism
Agentur
Kampagne Minimalism
Werbende BMW
Marke MINI
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Kleinwagen
Story 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.
Medientyp Case Study
Länge
Creative Agency
Creative Agency Serviceplan Campaign
Art Director
Creative Director
Texter
Geschäftsführender Teilhaber
Geschäftsführender Teilhaber
Creative Director
Art Director
Head of Art
Geschäftsführender Teilhaber
Global Chief Creative Officer
Texter
Geschäftsführer
Art Director
Etatdirektor
Marketing Director
Marketing Manager
Kundenbetreuer
Motion Design
Sounddesigner
TitelDon'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.
Agentur
Kampagne Don't hate. Imitate
Werbende Audi
Marke Audi e-tron
Datum der ersten Ausstrahlung/Veröffentlichung 2020
Geschäftsbereich Allradantrieb
Story Audi Norway's response to the Super Bowl commercial from General Motors.
Medientyp Interaktiv
Länge
Produktionsfirma
Schauspieler
Creative Director/ art director
Creative Director, Copywriter
Etatdirektor
Projektmanager
Designer
Regisseur
Executive Producer
Produzent
Werbeleiter
Werbeleiter
Direktor Fotografie
Post-Produktion
Post-Produktion
Komponist
Offline Editor
TitelLost Roads
Agentur
Kampagne Lost Roads
Werbende General Motors Corp.
Marke Chevrolet
PostedJunI 2021
Geschäftsbereich Kraftfahrzeuge
Story 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.
Medientyp Branded Content
Länge
Chief Operating Officer (COO)
Global Chief Creative Officer
Global CSAO
Director of Creative Operations
Business Leader
Creative Director
Regional Creative Director
Etatdirektor
Texter
Texter
Content Director
Art Director
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
TitelThe Parents
Agentur
Kampagne The Parents
Werbende Volvo
Marke Volvo XC60
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 9
Geschäftsbereich Allradantrieb
Medientyp Internet-Film
Länge
Produktionsfirma New Land
Art Director
Art Director
Art Director
Texter
Texter
Account Supervisor
Account Executive
Agency Producer
PR Strategist
Planner
Designer
Web Design
Regisseur
Produzent
Produzent
Direktor Fotografie
Executive Producer
Cutter
Grading/Online
Fotograf
Komponist
TitelThe Hy Project
Agentur
Kampagne The Hy Project
Werbende Toyota Motor Corporation
Marke Ayax Toyota
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 9
Geschäftsbereich Autos
Philosophie 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”.
Medientyp Ambient
Länge
Executive Creative Director
Executive Creative Director
Chief Creative Officer
Art Director
Creative Director
Chief Marketing Officer (CMO)
President
Kreative Technologie
Sounddesigner
Creative Director
Executive Producer
TitelThe Small Escape
Agentur
Kampagne The Small Escape
Werbende BMW
Marke BMW
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 10
Geschäftsbereich Kraftfahrzeuge
Medientyp Branded Content
Länge
Post-Produktion
Regisseur
Kameramann
Produktionsfirma
Executive Creative Director
Cutter
Produzent
TitelDrive Like A Bosch
Agentur
Kampagne Like a Bosch
Werbende Bosch
Marke Bosch
Datum der ersten Ausstrahlung/Veröffentlichung 2020
Geschäftsbereich Kraftfahrzeuge
Medientyp Interaktiv
Länge
Creative Director
Production
Geschäftsführender Teilhaber
Senior Project Manager
Projektmanager
Junior Art Director
Executive Producer
Regisseur
Musik
Musik
TitelBoard Tough Turban
Agentur
Kampagne Tough Turban
Werbende Pfaff Harley-Davidson
Marke Pfaff Harley-Davidson
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Motorräder
Story 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.
Medientyp Case Study
Chief Creative Officer
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
Designer
Agency Producer
Agency Producer
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
Werbeleiter
Werbeleiter
Produktdesign
Produktionsfirma
Executive Producer
Herstellungsleiter
Regisseur
Direktor Fotografie
Motion Graphics
Illustrator
Audioingenieur
Web-Designer
Web-Designer
Fotograf
Online Artist
Produktionsleitung
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
TitelTough 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.
Agentur
Kampagne Tough Turban
Werbende Pfaff Harley-Davidson
Marke Tough Turban
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Kraftfahrzeuge
Story 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.
Medientyp Produktdesign/Entwicklung
Länge
Mehr Informationen www.toughturban.com
Agentur
Chief Creative Officer
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
Designer
Agency Producer
Agency Producer
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
Werbeleiter
Werbeleiter
Produktdesign
Produktionsfirma
Executive Producer
Herstellungsleiter
Regisseur
Direktor Fotografie
Motion Graphics
Illustrator
Audioingenieur
Web-Designer
Web-Designer
Fotograf
Online Artist
Produktionsleitung
TitelVolvo – 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.
Agentur
Kampagne Volvo – Lifesaver
Werbende Volvo
Marke Volvo
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 11
Geschäftsbereich Autos
Story 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.
Medientyp Digitale Installationen
Länge
Produktionsfirma
Executive Creative Director
Executive Creative Director
Creative Teammitglied
Creative Teammitglied
Creative Director
Creative Director
Design Lead
TitelAbandoned Stations 2
Agentur
Kampagne Abandoned Stations
Werbende Volkswagen
Marke Volkswagen
PostedMärz 2022
Geschäftsbereich Autos
Slogan The all electric ID. range is here
Medientyp Außenwerbung
Art Director
Art Director
Texter
Texter
Texter
Chief Creative Officer
Group Creative Director
Fotograf
Stellvertretender Creative Director
Stellvertretender Creative Director
TitelAbandoned Stations 1
Agentur
Kampagne Abandoned Stations
Werbende Volkswagen
Marke Volkswagen
PostedJunI 2021
Geschäftsbereich Autos
Slogan The all electric ID. range is here
Medientyp Außenwerbung
Art Director
Art Director
Texter
Texter
Texter
Chief Creative Officer
Group Creative Director
Fotograf
Stellvertretender Creative Director
Stellvertretender Creative Director
TitelADAPTIVELEDHEADLIGHTS
Agentur
Kampagne Minimalism
Werbende BMW
Marke MINI
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Kleinwagen
Story 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.
Medientyp Außenwerbung
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Geschäftsführer
Art Director
Kundenbetreuer
Geschäftsführender Teilhaber
Geschäftsführender Teilhaber
Geschäftsführender Teilhaber
Creative Director
Art Director
Creative Director
Texter
Etatdirektor
Global Chief Creative Officer
Head of Art
Art Director
Texter
TitelPARKDISTANCECONTROL
Agentur
Kampagne Minimalism
Werbende BMW
Marke MINI
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Kleinwagen
Story 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.
Medientyp Außenwerbung
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Geschäftsführer
Art Director
Kundenbetreuer
Geschäftsführender Teilhaber
Geschäftsführender Teilhaber
Geschäftsführender Teilhaber
Creative Director
Art Director
Creative Director
Texter
Etatdirektor
Global Chief Creative Officer
Head of Art
Art Director
Texter

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