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
| 标题 | The faith of a few |
| 广告公司 | Jung von Matt / Spree |
| 广告战役 | The Faith of a Few |
| 广告主 | BMW/MINI |
| 品牌 | MINI |
| 首次发布日期 | 2017 / 9 |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 剧情简介 (原始语言) | 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. |
| 媒体类别 | Web Film |
| 长度 | |
| 创意总监 | Till Eckel |
| 创意总监 | Stefan Amtmann |
| 创意总监 | Christian Woelky |
| 客户经理 | Florian Wollner |
| 客户经理 | Steffen Schumann |
| 美术指导 | Dustin Przibilla |
| 美术指导 | Sebastian Hoelzer |
| 文案 | Lena Charbonnier |
| 导演 | Daniel Wolfe |
| 制作公司 | Anorak |
2. Audi Technology / Clowns
| 标题 | Clowns |
| 广告公司 | BBH |
| 广告战役 | Clowns |
| 广告主 | Audi |
| 品牌 | Audi Technology |
| 首次发布日期 | 2017 / 10 |
| 行业领域 | 汽车 |
| 剧情简介 | 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’ |
| 媒体类别 | 电视 |
| 长度 | |
| Soundtrack | Send in the Clowns |
| 制作公司 | Rattling Stick |
| 广告经理 | Benjamin Braun |
| 文案 | Doug Fridlund |
| 美术指导 | Mikael Alcock |
| 执行创意总监 | Ian Heartfield |
| Strategist | Ed Kurland |
| Strategy Director | Damien Le Castrec |
| Business Leader | Polly McMorrow |
| 客户经理 | Zara Scriven |
| 客户总监 | François-Xavier Hafner |
| 广告公司制片 | David Lynch |
| 广告公司制片助理 | Charlie Hurlock |
| 导演 | Ringan Ledwidge |
| 执行制片 | Katie Keith |
| 制片 | Tim Nunn |
| 摄影指导 | Adam Arkapaw |
| 后期制作 | The Mill London |
| 剪辑公司 | Work Editing |
| 剪辑师 | 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
| 标题 | #SheDrives |
| 广告公司 | TBWA\RAAD |
| 广告战役 | #SheDrives |
| 广告主 | Renault |
| 品牌 | Nissan |
| 首次发布日期 | 2018 / 1 |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 媒体类别 | 影视 |
| 长度 | |
| 首席创意官 | Walid Kanaan |
| 执行创意总监 | Manuel Bordé |
| Associate Creative Director/Copywriter | Alberto Triana |
| Senior Art Director | Federico Mariani |
| Managing Director | Ghassan Kassabji |
| 客户经理 | Fadi Awada |
| Digital Account Director | Benjamin Schwartz |
| 战略企划 | Vishal Badiani |
| Senior Planner | Garrett Olexiuk |
| Head of Production | Rouba Asmar |
| Communications Director | Romy Abdelnour |
| 执行制片 | Abboud Ayyach |
| 制片 | Yara Bdeir |
| 制作公司 | Made in Saudi Films |
| 导演 | Jack Eliott |
| 剪辑师 | Anthony Chamoun |
| Mixer | Mohammad Hamdan |
4. Audi Quattro 2 / Candide Thovex: Ski The World
| 标题 | Candide Thovex: Ski The World |
| 广告战役 | Ski The World |
| 广告主 | Audi |
| 品牌 | Audi Quattro 2 |
| 首次发布日期 | 2018 / 1 |
| 行业领域 | 轿车 |
| 媒体类别 | Branded Content |
| 长度 | |
| 演员/名人 | Candide Thovex |
5. Nissan Automotive / CamelPower
| 标题 | CamelPower |
| 广告公司 | TBWA\RAAD |
| 广告战役 | CamelPower |
| 广告主 | Nissan Motor Corp. |
| 品牌 | Nissan Automotive |
| 首次发布日期 | 2017 |
| 行业领域 | 汽车 |
| 媒体类别 | 互动 |
| 长度 |
6. Volkswagen / Kids Dreams
| 标题 | Kids Dreams |
| 广告公司 | Grabarz & Partner |
| 广告战役 | Kids' Dreams |
| 广告主 | Volkswagen |
| 品牌 | Volkswagen |
| 首次发布日期 | 2017 / 12 |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 剧情简介 (原始语言) | 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. |
| 媒体类别 | Web Film |
| 长度 | |
| 剪辑公司 | Trim Editing |
| 首席创意官 | Ralf Heuel |
| Managing Partner | Reinhard Patzschke |
| 集团创意总监 | Tobias Ahrens |
| 创意总监 | Matthias Preuß |
| 创意总监 | Jakob Eckstein |
| 客户经理 | Angela Jäger |
| 客户经理 | Jan Isterling |
| Creative Strategy | Oliver Waldmann |
| 制作公司 | Anorak Oslo |
| 导演 | Sebastian Strasser |
| 摄影指导 | Jeremy Rouse |
| 音频后期制作 | Studio Funk |
| Sound Engineer | Christoph Weische |
| 电影电视 | The Mill London |
| 剪辑师 | Yvonne Stroemer |
| 剪辑师 | Paul Hardcastle |
7. Volvo XC60 / Moments (180s)
| 标题 | Moments (180s) |
| 广告公司 | Forsman & Bodenfors Göteborg |
| 广告战役 | Sometimes The Moments That Never Happen, Matter The Most. |
| 广告主 | Volvo |
| 品牌 | Volvo XC60 |
| 首次发布日期 | 2017 / 6 |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 哲学 | 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. |
| 媒体类别 | 影视 |
| 长度 |
8. Opel / Pay With The Views
| 标题 | Pay With The Views |
| 广告公司 | J. Walter Thompson Amsterdam |
| 广告战役 | Pay With The Views |
| 广告主 | General Motors Corp. |
| 品牌 | Opel |
| 首次发布日期 | 2017 / 11 |
| 行业领域 | 轿车 |
| 媒体类别 | 影视 |
| 长度 | |
| 创意合伙人 | Bas Korsten |
| 创意总监 | Friso Ludenhoff |
| 创意总监 | Maarten Vrouwes |
| 美术指导 | Maarten Vrouwes |
| 美术指导 | Michael Jansen |
| 文案 | Friso Ludenhoff |
| Connection Strategist | Angelique Schreuders |
| Business Director | Alewijn Dekker |
| Concept Producer | Andreas Moeller |
| 数字制片 | Reinier Slothouber |
| Producer | Chariva Geurts |
| Digital Designer | Mark van de Vis |
| Digital Designer | Leo Scholtes |
| Visual Designer | Ronald Mica |
| 制作公司 | 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
| 标题 | The Universal Language of Pain |
| 广告公司 | BBDO Bangkok |
| 广告战役 | The Universal Language of Pain |
| 广告主 | Daimler AG |
| 品牌 | Mercedes-Benz Sprinter / Thai Health Authority |
| 首次发布日期 | 2018 / 4 |
| 行业领域 | 汽车 |
| 媒体类别 | Web Film |
| 长度 |
10. Hyundai / Chatty School Bus
| 标题 | Chatty School Bus |
| 广告公司 | INNOCEAN |
| 广告战役 | Chatty School Bus |
| 广告主 | Hyundai Motor Group |
| 品牌 | Hyundai |
| 首次发布日期 | 2017 / 9 |
| 行业领域 | 汽车 |
| 剧情简介 | Converts the most boring school bus into the most exciting school bus with a car window technology. |
| 媒体类别 | Web Film |
| 长度 | |
| 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
| 标题 | Stalker |
| 广告公司 | Ogilvy South Africa |
| 广告战役 | People Can't Stop Themselves |
| 广告主 | Volkswagen |
| 品牌 | Volkswagen Golf 7 |
| Posted | 10月 2017 |
| 行业领域 | 轿车 |
| 媒体类别 | 广播 |
| 长度 |
12. Volvo S90 / Recruiting car
| 标题 | Recruiting car |
| 广告公司 | FamousGrey |
| 广告战役 | Recruiting car |
| 广告主 | Volvo |
| 品牌 | Volvo S90 |
| 首次发布日期 | 2018 / 1 |
| 行业领域 | 大型及豪华轿车 |
| 剧情简介 | 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. |
| 媒体类别 | 互动 |
| 长度 | |
| 执行创意总监 | Peter Ampe |
| 创意团队 | Geert De Rocker |
| 创意团队 | 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 |
| 文案 | Joanna Ryckaert |
| 文案 | Charles-Elie Chauvaux |
| 设计师 | Jonathan Lichtfeld |
| Development | Arno van Biesen |
| Development | Jérémy Dillenbourg |
| Development | Gwen Vanhee |
| Development | Wim Vanhenden |
| Digital Production Company | Craftworkz |
| Digital Production Company | nøcomputer |
| 数字制片 | Bart De Bock |
| Operations Director | Bart Segers |
| Production Director | Emily Rammant |
| RTV Production | Marlies Neudt |
| RTV Production | Loes Fierens |
| 制作公司 | FamousGrey Productions |
| 制片 | Frederik Zaman |
| 导演 | Khaël Touag |
| 摄影指导 | Piet Deyaert |
| 美术指导 | Stan Maertens |
| 音效 | Eli Sundermann |
| 剪辑师 | Jelle Stroo |
| 剪辑师 | Sven Vanhee |
| DTP | Franco Scaramuzza |
| DTP | Emilie Boudart |
13. Honda / Honda 'Dream Makers'
| 标题 | Honda 'Dream Makers' |
| 广告公司 | Wieden+Kennedy |
| 广告战役 | Honda- Dream Makers |
| 广告主 | Honda Motor Co., Ltd. |
| 品牌 | Honda |
| 首次发布日期 | 2017 / 7 |
| 行业领域 | 汽车 |
| 剧情简介 | 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. |
| 媒体类别 | Web Film |
| 长度 | |
| 执行创意总监 | Iain Tait |
| 执行创意总监 | Kim Papworth |
| 创意总监 | Tony Davidson |
| 创意团队 | Carlos Alija |
| 创意团队 | Laura Sampedro |
| 创意团队 | Juan Sevilla |
| 创意团队 | Mico Toledo |
| 客户总监 | Nick Owen |
| 客户总监 | James McHoull |
| 客户经理 | Olivia Amato-Pace |
| 执行制片 | James Guy |
| 制作公司制片 | Michelle Brough |
| 制作公司 | Time Based Arts, London |
| 导演 | James Allen |
| 导演 | Mike Skrgatic |
| 摄影指导 | Daniel Landin |
| 制作公司制片 | Bonnie Anthony |
| 剪辑师 | Paul Hardcastle |
| 特效 | Sheldon Gardner |
| 特效 | 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 |
| 摄影师 | Dan Lowe |
| Colorist | Simone Gratarolla |
| 执行制片 | Tom Johnson |
| 音效设计公司 | Sam Ashwell |
| ORIGINAL MUSIC | Sounds & Sons |
| 音乐作曲家 | Jean-Gabriel Becker |
| 音乐作曲家 | Sounds |
| 音乐作曲家 | Sons |
| Sound Designer | Sam Ashwell |
14. Nissan / Nissan's follow the ball
| 标题 | Nissan's follow the ball |
| 广告公司 | lew'lara\TBWA |
| 广告战役 | Nissan's follow the ball |
| 广告主 | Nissan Motor Corp. |
| 品牌 | Nissan |
| 首次发布日期 | 2017 / 3 |
| 行业领域 | 轿车 |
| 媒体类别 | Digital Installation |
15. BMW / Transformation of a Landmark
| 标题 | Transformation of a Landmark |
| 广告公司 | Jung von Matt / Spree |
| 广告战役 | 100.000 electric cars sold in 2017 |
| 广告主 | BMW |
| 品牌 | BMW |
| Posted | 5月 2018 |
| 行业领域 | 轿车 |
| 剧情简介 | 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. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 音乐 | 2WEI Music |
| 执行创意总监 | Till Eckel |
| 执行创意总监 | Joachim Kortlepel |
| 导演 | Tobias Paul |
| 摄影师 | Ralph Larmann |
| 导演 | Simon and Paul |
| 创意总监 | Christian Wölky |
| 创意总监 | Mihai Gongu |
| 创意总监 | Stefan Amtmann |
| 文案 | Simon Knittel |
| 文案 | Lena Charbonnier |
| 美术指导 | Elena Knittelfelder |
| 美术指导 | Sebastian Hölzer |
| 美术指导 | Dustin Przibilla |
| 美术指导 | Christian Dallmeier |
| Consultant | Jan Anderßen |
| Consultant | Niels Böse |
| Consultant | Stephan Süß |
| Consultant | Julian Pankratz |
