AdForum
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

标题Upstream
广告公司
广告战役 Upstream
广告主 Toyota Motor Corporation
品牌 Toyota
首次发布日期 2021 / 1
行业领域 汽车
剧情简介 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
媒体类别 电视
长度
剪辑公司
制作公司
导演
执行制片
Line Producer
摄影指导
剪辑师
电影电视
Colorist
VFX Company
音乐 The Elements Music
音乐作曲家
音效设计公司 LSD
Sound Designer
音频后期制作
首席创意官
执行创意总监
集团创意总监
联合创意总监
联合创意总监
美术指导
美术指导
联合创意总监
文案
标题100% electric vehicles town
标题 (原始语言)La ville 100% électrique
广告公司
广告战役 100% electric vehicles town
广告主 Renault
品牌 Renault Zoe
首次发布日期 2020 / 10
行业领域 轿车
媒体类别 Branded Content
长度
President
执行创意总监
文案
文案
美术指导
美术指导
美术指导
客户总监
客户经理
客户经理
客户经理
战略企划
Digital Manager
Digital Manager
广告公司制片
导演
Chief Operator
摄影指导
制作公司
制作公司制片
Head of Production
Post production director
客户总监
Managing Director
客户经理
首席创意官
标题MINImalism
广告公司
广告战役 Minimalism
广告主 BMW
品牌 MINI
首次发布日期 2021 / 6
行业领域 小型车
剧情简介 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.
媒体类别 案例研究
长度
Creative Agency
Creative Agency Serviceplan Campaign
美术指导
创意总监
文案
Managing Partner
Managing Partner
创意总监
美术指导
Head of Art
Managing Partner
Global Chief Creative Officer
文案
Managing Director
美术指导
客户总监
Marketing Director
Marketing Manager
客户经理
动作设计
Sound Designer
标题Don'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.
广告公司
广告战役 Don't hate. Imitate
广告主 Audi
品牌 Audi e-tron
首次发布日期 2020
行业领域 四轮驱动，SUV（运动型多功能车）
剧情简介 Audi Norway's response to the Super Bowl commercial from General Motors.
媒体类别 互动
长度
制作公司
演员/名人
Creative Director/ art director
Creative Director, Copywriter
客户总监
项目经理
设计师
导演
执行制片
制片
广告经理
广告经理
摄影指导
后期制作
后期制作
音乐作曲家
Offline Editor
标题Lost Roads
广告公司
广告战役 Lost Roads
广告主 General Motors Corp.
品牌 Chevrolet
Posted6月 2021
行业领域 汽车
剧情简介 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.
媒体类别 Branded Content
长度
Chief Operating Officer (COO)
Global Chief Creative Officer
Global CSAO
Director of Creative Operations
Business Leader
创意总监
Regional Creative Director
客户总监
文案
文案
Content Director
美术指导
标题The E.V.A. Initiative
广告公司
广告战役 The E.V.A. Initiative
广告主 Volvo
品牌 Volvo
首次发布日期 2019 / 3
行业领域 轿车
剧情简介 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.
媒体类别 Integrated Media/360 Activation
长度
市场 英国
Soundtrack “Without You (feat. Kerry Leatham)”
更多信息 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
音效
Campaign Manager
文案
文案
文案
美术指导
美术指导
美术指导
美术指导
战略企划
战略企划
Digital Strategist
制片
客户主管
客户主管
Web design
Artwork
Artwork
客户主管
Public Relations
Public Relations
媒介公司
制作公司
执行制片
执行制片
导演
摄影指导
制片
剪辑师
Dancer
着色
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online Studio
Color Producer
Post-production Producer
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grade
表演者
音乐
Publishing Rights
Sound Producer
Sound Design and Mix
CGI
标题The Parents
广告公司
广告战役 The Parents
广告主 Volvo
品牌 Volvo XC60
首次发布日期 2020 / 9
行业领域 四轮驱动，SUV（运动型多功能车）
媒体类别 Web Film
长度
制作公司 New Land
美术指导
美术指导
美术指导
文案
文案
客户主管
客户主管
广告公司制片
PR Strategist
Planner
设计师
Web Design
导演
制片
制片
摄影指导
执行制片
剪辑师
Grading/Online
摄影师
音乐作曲家
标题The Hy Project
广告公司
广告战役 The Hy Project
广告主 Toyota Motor Corporation
品牌 Ayax Toyota
首次发布日期 2019 / 9
行业领域 轿车
哲学 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”.
媒体类别 Ambient
长度
执行创意总监
执行创意总监
首席创意官
美术指导
创意总监
Chief Marketing Officer (CMO)
President
Creative technologist
Sound Designer
创意总监
执行制片
标题The Small Escape
广告公司
广告战役 The Small Escape
广告主 BMW
品牌 BMW
首次发布日期 2019 / 10
行业领域 汽车
媒体类别 Branded Content
长度
后期制作
导演
摄像师
制作公司
执行创意总监
剪辑师
制片
标题Drive Like A Bosch
广告公司
广告战役 Like a Bosch
广告主 Bosch
品牌 Bosch
首次发布日期 2020
行业领域 汽车
媒体类别 互动
长度
创意总监
Production
Managing Partner
Senior Project Manager
项目经理
Junior Art Director
执行制片
导演
音乐
音乐
标题Board Tough Turban
广告公司
广告战役 Tough Turban
广告主 Pfaff Harley-Davidson
品牌 Pfaff Harley-Davidson
首次发布日期 2021 / 6
行业领域 摩托车
剧情简介 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.
媒体类别 案例研究
首席创意官
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
设计师
广告公司制片
广告公司制片
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
广告经理
广告经理
Product Design
制作公司
执行制片
Line Producer
导演
摄影指导
Motion Graphics
插图画家
音频工程师
Site Builder
Site Builder
摄影师
Online Artist
Head of Production
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
标题Tough 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.
广告公司
广告战役 Tough Turban
广告主 Pfaff Harley-Davidson
品牌 Tough Turban
首次发布日期 2021 / 6
行业领域 汽车
剧情简介 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.
媒体类别 Product Design/Development
长度
更多信息 www.toughturban.com
Agency
首席创意官
Associate Creative Director / Art Director
Associate Creative Director/Copywriter
Design Director
设计师
广告公司制片
广告公司制片
Account Management Team
Account Management Team
Account Management Team
Account Management Team
Strategy Team
Strategy Team
广告经理
广告经理
Product Design
制作公司
执行制片
Line Producer
导演
摄影指导
Motion Graphics
插图画家
音频工程师
Site Builder
Site Builder
摄影师
Online Artist
Head of Production
标题Volvo – 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.
广告公司
广告战役 Volvo – Lifesaver
广告主 Volvo
品牌 Volvo
首次发布日期 2019 / 11
行业领域 轿车
剧情简介 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.
媒体类别 Digital Installation
长度
制作公司
执行创意总监
执行创意总监
创意团队
创意团队
创意总监
创意总监
Design Lead
标题Abandoned Stations 2
广告公司
广告战役 Abandoned Stations
广告主 Volkswagen
品牌 Volkswagen
Posted3月 2022
行业领域 轿车
广告口号 The all electric ID. range is here
媒体类别 户外广告
美术指导
美术指导
文案
文案
文案
首席创意官
集团创意总监
摄影师
联合创意总监
联合创意总监
标题Abandoned Stations 1
广告公司
广告战役 Abandoned Stations
广告主 Volkswagen
品牌 Volkswagen
Posted6月 2021
行业领域 轿车
广告口号 The all electric ID. range is here
媒体类别 户外广告
美术指导
美术指导
文案
文案
文案
首席创意官
集团创意总监
摄影师
联合创意总监
联合创意总监
标题ADAPTIVELEDHEADLIGHTS
广告公司
广告战役 Minimalism
广告主 BMW
品牌 MINI
首次发布日期 2021 / 6
行业领域 小型车
剧情简介 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.
媒体类别 户外广告
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Managing Director
美术指导
客户经理
Managing Partner
Managing Partner
Managing Partner
创意总监
美术指导
创意总监
文案
客户总监
Global Chief Creative Officer
Head of Art
美术指导
文案
标题PARKDISTANCECONTROL
广告公司
广告战役 Minimalism
广告主 BMW
品牌 MINI
首次发布日期 2021 / 6
行业领域 小型车
剧情简介 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.
媒体类别 户外广告
Creative Agency
Marketing Director
Marketing Manager
Creative Agency Serviceplan Campaign
Managing Director
美术指导
客户经理
Managing Partner
Managing Partner
Managing Partner
创意总监
美术指导
创意总监
文案
客户总监
Global Chief Creative Officer
Head of Art
美术指导
文案

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