Eva Santos
Global Chief Creative Officer at Proximity Worldwide
Barcelona, Spagna
TitoloThe Moment Has Come to Face the Monster
Agenzia
Campagna Facing the Monster
Cliente Groupe Volkswagen
Marca Skoda
Data di Prima Diffusione/Publicazione 2018 / 10
Settore Auto Nuove
Filosofia BACKGROUND In Spain, nearly 30% of drivers have felt fear or anxiety while driving. For 7% of
drivers, the fear is so intense that they are incapable of sitting behind the
wheel. This uncontrollable fear is called amaxophobia.
The automotive brand ŠKODA has defined its positioning around the idea that a
car is a place to live good experiences, without worrying, all encompassed by
the question ‘What’s the point of having a car?’. That’s why the brand wanted
to launch a project to raise awareness of the existence of amaxophobia, and
help people who suffer from it, assuring they can start living good experiences
in their cars.

IDEA Halloween has always been a moment to talk about fears. That’s why
ŠKODA chose this moment to raise awareness about a phobia that a lot
of people suffer from - most of them in silence - but which is still
unknown to the majority of society.

Using the codes of horror films, the brand has launched a commercial
that explains how some people with this phobia might feel about driving,
presenting the car as a terrifying villain: a monster. The commercial is
broadcast on TV, social media and cinema.
Through the website www.skodacontralaamaxofobia.es, ŠKODA delivers
information about the phobia, inviting people to join the conversation
using the hashtag #VenceALaAmaxofobia (#DefeatAmaxophobia) and, in
cooperation with the specialized organization CEA Foundation, offers
free courses addressed to people who suffer from this phobia. In these
courses, one can learn, with the help of psychologists, how to face
stressful situations while driving on a closed circuit.
Tipo di Media Esterna
Global Chief Creative Officer
Creative Director
Creative Supervisor
Creative Supervisor
Art Director
Art Director

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