Gender politics made a welcome appearance in automobile ads, alongside underdogs, daredevils, clowns and cute kids.
It was the year that women got to drive in Saudi Arabia, and Nissan – with its agency TBWA/RAAD – responded with the splendid #SheDrives campaign. Quite a year for this duo, which also created a new way of measuring vehicle performance in the desert: CamelPower, naturally. At the top of the ranking, however, was the iconic MINI brand and a dramatic film about how pluck and engineering justified “The faith of a few”. Volkswagen and Volvo both steered away from speed to weigh in on how technology protects children. Audi and BBH used clowns to make a similar point. And by the way, the prize for “best car ad without a car” goes to Audi Quattro for its jaw-dropping “Ski The World” film.
It was the year that women got to drive in Saudi Arabia, and Nissan – with its agency TBWA/RAAD – responded with the splendid #SheDrives campaign. Quite a year for this duo, which also created a new way of measuring vehicle performance in the desert: CamelPower, naturally. At the top of the ranking, however, was the iconic MINI brand and a dramatic film about how pluck and engineering justified “The faith of a few”. Volkswagen and Volvo both steered away from speed to weigh in on how technology protects children. Audi and BBH used clowns to make a similar point. And by the way, the prize for “best car ad without a car” goes to Audi Quattro for its jaw-dropping “Ski The World” film.
Most awarded
campaigns, brands &
agencies in
Automotive in
2018
Most awarded
campaigns, brands and
agencies in
Automotive in
2018
CAMPAIGNS
BRANDS
Brand |
---|
AGENCIES
Name | ||
---|---|---|
1 | Jung von Matt / Spree, Berlin | |
2 | TBWA\RAAD, Dubai | |
3 | DDB Berlin | |
4 | Grabarz & Partner, Hamburg | |
5 | BBH, London |
Watch
1. MINI / The faith of a few
Titolo | The faith of a few |
Agenzia | Jung von Matt / Spree |
Campagna | The Faith of a Few |
Cliente | BMW/MINI |
Marca | MINI |
Data di Prima Diffusione/Publicazione | 2017 / 9 |
Settore | Auto Nuove |
Trama | Few people believed car maker John Cooper when he claimed a Mini could become a racing car. The film takes us back to the 1964 Monte Carlo rally, where Mini designer Sir Alec Issigonis warns: “John, this will never work.” As the car speeds off, we hear other negative comments from the press and spectators. But they eat their words when the Mini crosses the finish line first. Shot on location in Monte Carlo, the ad features cars and advertising billboards from the original rally. The crew also used 1960s camera technology. Original 1960s camera technology, as well as cars and billboards from the period, create the authentic feel of a film capturing the moment a Mini Cooper won the Monte Carlo Rally, against all expectations. Editing, colour and sound design create an exciting and immersive experience as we cheer the little car on. |
Trama (Lingua Originale) | The new MINI John Cooper Works carries forward the epic legacy of a racing legend.Visionary Formula One car maker John Cooper saw motorsport victory in the classic Mini before anyone else. His unrivalled underdog story proves that the faith of the few can change the minds of many.In 1964, at the start of Rallye Monte-Carlo, everyone doubted the Mini. Starting with the designer of the Mini, Sir Alec Issigonis, who had warned John Cooper when the latter had the bold idea of putting a powerful engine in the tiny family car:”John, this will never work”.As the car sets off, Issigonis’s remark is joined by others comments from the press and the spectators. All these expressions of disbelief become interwoven in an intricate, tension-filled soundtrack that picks up the pace as John Cooper’s Mini starts to overtake opponent after opponent in the hairpins above Monte Carlo. The symphony of naysayers is promptly silenced as the sweet little tin can crosses the finish line first. The biggest challenge for the sound designers was balancing the voices so that the entire composition has a thrilling, haunting feel, rather than a repetitive one.The film was shot entirely on location in Monte Carlo. We painstakingly recreated the original race using car models and even advertising billboards from the original rally in 1964. The crew also used camera technology from that period. |
Tipo di Media | Web Film |
Lunghezza | |
Creative Director | Till Eckel |
Creative Director | Stefan Amtmann |
Creative Director | Christian Woelky |
Account Manager | Florian Wollner |
Account Manager | Steffen Schumann |
Art Director | Dustin Przibilla |
Art Director | Sebastian Hoelzer |
Copywriter | Lena Charbonnier |
Director | Daniel Wolfe |
Casa di Produzione | Anorak |
2. Audi Technology / Clowns
Titolo | Clowns |
Agenzia | BBH |
Campagna | Clowns |
Cliente | Audi |
Marca | Audi Technology |
Data di Prima Diffusione/Publicazione | 2017 / 10 |
Settore | Automobili/Motoveicoli |
Trama | CLOWNS features a troupe of the comic characters taking to their collapsing cars and causing havoc on the roads with their antics. A range of Audi models calmly saves the day with their hi-tech safety capabilities. The technologies include Audi pre sense city, cross traffic rear assist, quattro all-wheel-drive, Matrix LED highlights, adaptive cruise control and Audi side assist. Eventually, the new Audi A8 luxury saloon parks up, showcasing its park assist feature, between two circus jalopies, before the tagline ‘Audi Technology. Clown Proof’ |
Tipo di Media | Televisione |
Lunghezza | |
Colonna sonora | Send in the Clowns |
Casa di Produzione | Rattling Stick |
Advertising Manager | Benjamin Braun |
Copywriter | Doug Fridlund |
Art Director | Mikael Alcock |
Executive Creative Director | Ian Heartfield |
Strategist | Ed Kurland |
Strategy Director | Damien Le Castrec |
Business Leader | Polly McMorrow |
Account Manager | Zara Scriven |
Account Director | François-Xavier Hafner |
Agency Producer | David Lynch |
Assistant Agency Producer | Charlie Hurlock |
Director | Ringan Ledwidge |
Executive Producer | Katie Keith |
Producer | Tim Nunn |
Direttore della fotografia | Adam Arkapaw |
Post Production | The Mill London |
Editing Company | Work Editing |
Editor | Rich Orrick |
Music Supervision | Ayla Owen |
Music Supervision | Julz Baldwin |
Sound Producer | David Kosten |
MUSIC Artist | Lisa Hannigan |
Creative Team - Copywriter | Doug Fridlund |
Creative Team - Art Director | Mikael Alcock |
ECD | Ian Heartfield |
Director | Ringan Ledwidge |
Producer | Sally Humphries |
Producer | Tim Nunn |
Agency Producer | David Lynch |
Director of Photography | Adam Arkapaw |
Editor | Rich Orrick |
Post Production | The Mill |
Sound | String and Tins |
Record Producer | David Koston |
Production Designer | Nick Foley-Oates |
Entrant Company | RATTLING STICK |
Idea Creation | BBH LONDON |
Production | RATTLING STICK |
3. Nissan / #SheDrives
Titolo | #SheDrives |
Agenzia | TBWA\RAAD |
Campagna | #SheDrives |
Cliente | Renault |
Marca | Nissan |
Data di Prima Diffusione/Publicazione | 2018 / 1 |
Settore | Auto Nuove |
Trama | In late September a historic royal decree granted women the right to drive in Saudi Arabia. The ruling was met with mixed reactions in Saudi Arabia. Our objective was to normalise the idea of women driving to all men in KSA, and in so doing, give women the confidence to get behind the wheel. The idea was brought to life by dramatising the reactions of real women when the influential male members of their family – fathers, uncles, husbands and brothers – played a supportive and encouraging role as their first driving instructor. |
Filosofia | Last September, Saudi Arabia surprised everyone by lifting the Women Driving ban, a historic ruling that will take effect by June 2018. But although the entire world has celebrated the decision, a big chunk of the Saudi male population has shown resistance to it. This has made many Saudi women hesitant about applying for a license when the time comes, fearing their closest male relatives will disapprove. They are in need of confidence and support. So Nissan Middle East decided to invite a few of them to a driving lesson, but not just any driving lesson, but one taught, to their surprise, by the very people they thought would disapprove; their fathers, brothers and husbands. |
Tipo di Media | Televisione e Cinema |
Lunghezza | |
Chief Creative Officer | Walid Kanaan |
Executive Creative Director | Manuel Bordé |
Associate Creative Director/Copywriter | Alberto Triana |
Senior Art Director | Federico Mariani |
Managing Director | Ghassan Kassabji |
Account Manager | Fadi Awada |
Digital Account Director | Benjamin Schwartz |
Strategic Planner | Vishal Badiani |
Senior Planner | Garrett Olexiuk |
Head of Production | Rouba Asmar |
Communications Director | Romy Abdelnour |
Executive Producer | Abboud Ayyach |
Producer | Yara Bdeir |
Casa di Produzione | Made in Saudi Films |
Director | Jack Eliott |
Editor | Anthony Chamoun |
Mixer | Mohammad Hamdan |
4. Audi Quattro 2 / Candide Thovex: Ski The World
Titolo | Candide Thovex: Ski The World |
Campagna | Ski The World |
Cliente | Audi |
Marca | Audi Quattro 2 |
Data di Prima Diffusione/Publicazione | 2018 / 1 |
Settore | Auto Nuove |
Tipo di Media | Branded Content |
Lunghezza | |
Actor / Celebrity | Candide Thovex |
5. Nissan Automotive / CamelPower
Titolo | CamelPower |
Agenzia | TBWA\RAAD |
Campagna | CamelPower |
Cliente | Nissan Motor Corp. |
Marca | Nissan Automotive |
Data di Prima Diffusione/Publicazione | 2017 |
Settore | Automobili/Motoveicoli |
Tipo di Media | Interattivo |
Lunghezza |
6. Volkswagen / Kids Dreams
Titolo | Kids Dreams |
Agenzia | Grabarz & Partner |
Campagna | Kids' Dreams |
Cliente | Volkswagen |
Marca | Volkswagen |
Data di Prima Diffusione/Publicazione | 2017 / 12 |
Settore | Auto Nuove |
Trama | We see a series of kids admiring ostentatious supercars. One small boy is so distracted that he wanders out into the middle of the street - oblivious to the ordinary Volkswagen Golf that avoids hitting him due to its automatic braking technology. Dream on, kids. Kids dream about supercars rather than reliable runabouts. Here we see a series of children admiring beautiful vehicles. But when one of the kids wanders out into the middle of the road, distracted by a Bugatti, he's saved by the automatic braking technology of a VW Golf. Leaving him intact with his dreams. |
Trama (Lingua Originale) | Porsche, Lamborghini, DeLorean – many children dream of these cars. But not every child dreams of a Volkswagen. That’s not a problem because luckily Volkswagen thinks of every child. Thanks to the innovative driver assist systems there are 45% less personal injuries reported every year. That's why we send a message to all children who stare at their dream cars - lost in thought. And of course their parents. A message that requires a lot of courage and self-confidence from a brand in order to even advertise with it:Hardly any child dreams of a Volkswagen. Keep on dreaming, kids.The film shows different children who long for their dream car. Whether in a garage, a shop window or on the street. This goes so far that one little boy, following his dream car, walks absent-mindedly into the street, directly in front of a Volkswagen Golf. Of course, it breaks automatically, thanks to the innovative driver assist systems, and leaves the little boy to day dream in safety. |
Tipo di Media | Web Film |
Lunghezza | |
Editing Company | Trim Editing |
Chief Creative Officer | Ralf Heuel |
Managing Partner | Reinhard Patzschke |
Group Creative Director | Tobias Ahrens |
Creative Director | Matthias Preuß |
Creative Director | Jakob Eckstein |
Account Manager | Angela Jäger |
Account Manager | Jan Isterling |
Creative Strategy | Oliver Waldmann |
Casa di Produzione | Anorak Oslo |
Director | Sebastian Strasser |
Direttore della fotografia | Jeremy Rouse |
Audio Post Production | Studio Funk |
Sound Engineer | Christoph Weische |
Telecine | The Mill London |
Editor | Yvonne Stroemer |
Editor | Paul Hardcastle |
7. Volvo XC60 / Moments (180s)
Titolo | Moments (180s) |
Agenzia | Forsman & Bodenfors Göteborg |
Campagna | Sometimes The Moments That Never Happen, Matter The Most. |
Cliente | Volvo |
Marca | Volvo XC60 |
Data di Prima Diffusione/Publicazione | 2017 / 6 |
Settore | Auto Nuove |
Trama | A little girl is on her way to the first day at her new school. In flashback, we see her talking to her mother about her dreams and hopes for the future. Throughout the story we also follow a woman driving a Volvo XC60 on her way to work. Everything is leading up to a critical moment. An accident is about to happen, but Volvo’s City Safety system kicks in and brakes the car automatically. Of all the moments in the little girl's life, this might be the most important one. Sometimes the moments that never happen, matter the most. |
Filosofia | In the launch campaign for the New Volvo XC60 – one of the safest cars ever made – we celebrate everything that can happen in life, when accidents don’t. We get to follow a young girl on her way to the first day of a new school, while simultaneously hearing her talk to her mom about her dreams and hopes for the future. Throughout the story we also follow a woman driving an XC60 on her way to work. Everything is leading up to a critical moment towards the end of the film. An accident is about to happen, but Volvo’s City Safety system recognizes the little girl and brakes the car automatically. And out of all the moments the young girl talks about in the film, this might just be the most important one. Because sometimes the moments that never happen, matter the most. |
Tipo di Media | Televisione e Cinema |
Lunghezza |
8. Opel / Pay With The Views
Titolo | Pay With The Views |
Agenzia | J. Walter Thompson Amsterdam |
Campagna | Pay With The Views |
Cliente | General Motors Corp. |
Marca | Opel |
Data di Prima Diffusione/Publicazione | 2017 / 11 |
Settore | Auto Nuove |
Tipo di Media | Televisione e Cinema |
Lunghezza | |
Creative Partner | Bas Korsten |
Creative Director | Friso Ludenhoff |
Creative Director | Maarten Vrouwes |
Art Director | Maarten Vrouwes |
Art Director | Michael Jansen |
Copywriter | Friso Ludenhoff |
Connection Strategist | Angelique Schreuders |
Business Director | Alewijn Dekker |
Concept Producer | Andreas Moeller |
Digital Producer | Reinier Slothouber |
Producer | Chariva Geurts |
Digital Designer | Mark van de Vis |
Digital Designer | Leo Scholtes |
Visual Designer | Ronald Mica |
Casa di Produzione | Doogle Amsterdam |
Director | Huub Lensvelt |
Producer | Friso de Ronden |
Producer | Sytse Kuilman |
Camera | Karim Jobe |
Edit | Karim Jobe |
9. Mercedes-Benz Sprinter / Thai Health Authority / The Universal Language of Pain
Titolo | The Universal Language of Pain |
Agenzia | BBDO Bangkok |
Campagna | The Universal Language of Pain |
Cliente | Daimler AG |
Marca | Mercedes-Benz Sprinter / Thai Health Authority |
Data di Prima Diffusione/Publicazione | 2018 / 4 |
Settore | Automobili/Motoveicoli |
Tipo di Media | Web Film |
Lunghezza |
10. Hyundai / Chatty School Bus
Titolo | Chatty School Bus |
Agenzia | INNOCEAN |
Campagna | Chatty School Bus |
Cliente | Hyundai Motor Group |
Marca | Hyundai |
Data di Prima Diffusione/Publicazione | 2017 / 9 |
Settore | Automobili/Motoveicoli |
Trama | Converts the most boring school bus into the most exciting school bus with a car window technology. |
Tipo di Media | Web Film |
Lunghezza | |
Creative Director | Jung-A Kim |
Art Directors | Nari Moon, Jenny Kim, Jiyeon Kim |
Copywriters | Sung Hun Moon, Min Hea Kim |
11. Volkswagen Golf 7 / Stalker
Titolo | Stalker |
Agenzia | Ogilvy South Africa |
Campagna | People Can't Stop Themselves |
Cliente | Volkswagen |
Marca | Volkswagen Golf 7 |
Posted | Ottobre 2017 |
Settore | Auto Nuove |
Tipo di Media | Radio |
Lunghezza |
12. Volvo S90 / Recruiting car
Titolo | Recruiting car |
Agenzia | FamousGrey |
Campagna | Recruiting car |
Cliente | Volvo |
Marca | Volvo S90 |
Data di Prima Diffusione/Publicazione | 2018 / 1 |
Settore | Full Size & DeLuxe Cars |
Trama | By using the car’s technology, we turned the Volvo S90 into the new HR manager of Volvo. Tapping into its speech technology, pedestrian recognition, car connect system and other technological elements of the car, we can let the car do its own job interview. This way, we are not only showing off the intelligence of the car, but also reassuring Volvo will be recruiting the best profiles, as we let an expert – the car itself – recruit. The HR90 is officially introduced on the Brussels Motor Show, and will then continue its tour of job expos, schools and Volvo dealerships in search of new recruits. |
Tipo di Media | Interattivo |
Lunghezza | |
Executive Creative Director | Peter Ampe |
Creative Team | Geert De Rocker |
Creative Team | Tom Berth |
Experience Director | Maaren Breda |
Project Leader | Vincent Vandam |
Brand Director | Kris Vanderhulst |
Business Director | Carola Michiels |
PR manager | Sophie Engels |
PR Agency | Famous Relations, Groot-Bijgaarden |
Copywriter | Joanna Ryckaert |
Copywriter | Charles-Elie Chauvaux |
Designer | Jonathan Lichtfeld |
Development | Arno van Biesen |
Development | Jérémy Dillenbourg |
Development | Gwen Vanhee |
Development | Wim Vanhenden |
Digital Production Company | Craftworkz |
Digital Production Company | nøcomputer |
Digital Producer | Bart De Bock |
Operations Director | Bart Segers |
Production Director | Emily Rammant |
RTV Production | Marlies Neudt |
RTV Production | Loes Fierens |
Casa di Produzione | FamousGrey Productions |
Producer | Frederik Zaman |
Director | Khaël Touag |
Direttore della fotografia | Piet Deyaert |
Art Director | Stan Maertens |
Sound | Eli Sundermann |
Editor | Jelle Stroo |
Editor | Sven Vanhee |
DTP | Franco Scaramuzza |
DTP | Emilie Boudart |
13. Honda / Honda 'Dream Makers'
Titolo | Honda 'Dream Makers' |
Agenzia | Wieden+Kennedy |
Campagna | Honda- Dream Makers |
Cliente | Honda Motor Co., Ltd. |
Marca | Honda |
Data di Prima Diffusione/Publicazione | 2017 / 7 |
Settore | Automobili/Motoveicoli |
Trama | Honda pays tribute to the craft of film making by deconstructing movie scenes right down to the drawing board. Every sound was manipulated in the studio with great care and attention to detail, and each specific Honda engine was recorded to match the relevant scene. |
Tipo di Media | Web Film |
Lunghezza | |
Executive Creative Director | Iain Tait |
Executive Creative Director | Kim Papworth |
Creative Director | Tony Davidson |
Creative Team | Carlos Alija |
Creative Team | Laura Sampedro |
Creative Team | Juan Sevilla |
Creative Team | Mico Toledo |
Account Director | Nick Owen |
Account Director | James McHoull |
Account Manager | Olivia Amato-Pace |
Executive Producer | James Guy |
Production Company Producer | Michelle Brough |
Casa di Produzione | Time Based Arts, London |
Director | James Allen |
Director | Mike Skrgatic |
Direttore della fotografia | Daniel Landin |
Production Company Producer | Bonnie Anthony |
Editor | Paul Hardcastle |
Special Effects / VFX | Sheldon Gardner |
Special Effects / VFX | Stephen Grasso |
Flame Artist | Luke Todd |
Flame Artist | Matt Jackson |
Flame Artist | Thiago Dantas |
Nuke | Matt Shires |
Nuke | Bernie Varela |
Nuke | Ralph Briscoe |
Nuke | Aitor Arroyo |
Nuke | Linda Cieniawska |
Artist / Concept | Sylvie Minois |
Artist / Concept | James Husbands |
Artist / Concept | Yibi Hu |
Artist / Concept | Nigel Raynor |
Artist / Concept | Ben Oliver |
Photographer | Dan Lowe |
Colorist | Simone Gratarolla |
Executive Producer | Tom Johnson |
Sound Design Company | Sam Ashwell |
ORIGINAL MUSIC | Sounds & Sons |
Music Composer | Jean-Gabriel Becker |
Music Composer | Sounds |
Music Composer | Sons |
Sound Designer | Sam Ashwell |
Titolo | Nissan's follow the ball |
Agenzia | lew'lara\TBWA |
Campagna | Nissan's follow the ball |
Cliente | Nissan Motor Corp. |
Marca | Nissan |
Data di Prima Diffusione/Publicazione | 2017 / 3 |
Settore | Auto Nuove |
Tipo di Media | Digital Installation |
15. BMW / Transformation of a Landmark
Titolo | Transformation of a Landmark |
Agenzia | Jung von Matt / Spree |
Campagna | 100.000 electric cars sold in 2017 |
Cliente | BMW |
Marca | BMW |
Posted | Mag 2018 |
Settore | Auto Nuove |
Trama | Monday evening, December 18th, BMW’s iconic Four Cylinder Building underwent a spectacular transformation to mark the 100,000th electrified BMW sold in 2017 and the brand’s unwavering commitment to an electric future. Designed by Austrian architect Karl Schwanzer, the BMW Headquarters was finished in 1972, in time for the Munich Summer Olympics. The 331 feet tall building is one of the most important German landmarks, mimicking the shape of the four cylinders in a typical car engine. Notably, the cylinders do not stand on the ground; they are suspended on a central support tower. The light projection turning the old cylinders into iconic electric batteries underscores a new landmark for the Munich-based German automotive manufacturer BMW, which launched the all-electric i3 in 2013. The epic projection involved 9 OPSL laser projectors, 10 additional projectors, 100 LED lights and 480 intelligent moving lights. 84 kilometers of cables were used for data and lighting and 820 cubic meters of materials. Next in the pipeline, BMW plans to offer 25 electrified models by 2025, 12 of which will be fully electric. Some of the cars will have a range of up to 435 miles. |
Tipo di Media | Case Study |
Lunghezza | |
Music | 2WEI Music |
Executive Creative Director | Till Eckel |
Executive Creative Director | Joachim Kortlepel |
Director | Tobias Paul |
Photographer | Ralph Larmann |
Director | Simon and Paul |
Creative Director | Christian Wölky |
Creative Director | Mihai Gongu |
Creative Director | Stefan Amtmann |
Copywriter | Simon Knittel |
Copywriter | Lena Charbonnier |
Art Director | Elena Knittelfelder |
Art Director | Sebastian Hölzer |
Art Director | Dustin Przibilla |
Art Director | Christian Dallmeier |
Consultant | Jan Anderßen |
Consultant | Niels Böse |
Consultant | Stephan Süß |
Consultant | Julian Pankratz |