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Ever After

Ever After | Audi | Proximity
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basics
Industry: Automotive & Services
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
In 1981, Michèle Mouton became the first woman to win an event in the World Rally Championship. She did it with an Audi. No other woman has matched this feat, something that demonstrates the differences in opportunities between the genders, especially in the automotive world. Audi promotes a socially egalitarian model, a value that is more relevant than ever. In Spain, Audi has the highest female market share for premium cars, allowing it to pioneer the feminist message in the category. In 2016 we put a woman behind the wheel for the first time. This year, we wanted to reinforce that egalitarian values are part of the brand’s DNA. We elevated the discourse from driving to competition: “Audi doesn’t just want you to drive, it wants you to win the race.” This allowed us to address the gender-stereotyped world of professions, specifically one viewed as highly masculine: the driver.
Strategy
Gender differences arise and develop in childhood. According to psychologists, during this phase, the classic stories and their gender stereotypes influence the development of self-esteem and values such as intelligence and passion in girls. This insight gave us two different targets: adults (especially women), and children. We chose the story in order to connect with both targets. We put Michèle Mouton under the spotlight once again to turn her true story into a fairy tale. We rewrote the traditional stories, creating a fairy tale in which the protagonist, just like Mouton, changes history, breaking down gender stereotypes one by one. We adapted the story and its duration to the content consumption of each platform, designing a distribution strategy that prioritized viewing quality. We launched the short on YouTube and Facebook, and used Instagram as a launching pad.
Outcome
Audi chose an animated fictional film as its global Christmas campaign. The content has been consumed in more than 40 countries, reaching more than 125 million impacts with its message of equality. The short has received more than 15 million views. With more than 1 million shares, likes and comments, and an engagement of 40%, the audience response resulted in 95% of the qualitative comments being in favor of the campaign’s message and presentation. Facebook and Youtube achieved big rates of engagement (24% and 39%, 60points above benchmark). Brand sentiment exploded. Audi’s media presence skyrocketed. The campaign received coverage worldwide, appearing in 200+ media outlets, impacting more than 35 million people, and generating earned media of more than 1 million euros. We featured in the rankings of the best Christmas campaigns at the national and international levels in generalized media as well as media specializing in advertising.
Execution
The short shows two different worlds: one real, and the other the fantasy, which the girl transforms with her imagination. Because for her, just like the former driver Mouton, no tower or pumpkin or prince can stop her. To convey this mixture of reality and fiction, the piece combined live action and 3D animation, two techniques executed with cinematic style. This also allowed the film to be consumed by both adults and children. The piece brings together visual references and characters such as “Cinderella,” “Sleeping Beauty,” “Little Red Riding Hood” and “Rapunzel.” In addition, a symphonic soundtrack was composed for the film, performed by the 55 musicians of the Budapest Symphony Orchestra. To publicize it online, further video content was created: a documentary with Michèle Mouton that showed the parallels between the fictional story and her life, the making of the soundtrack and a trailer.
CampaignDescription
The centerpiece of the “Ever After” campaign is a 3D and live action animated short. For the story, we revisited the forgotten history of Michèle Mouton’s achievements and struggles as a former Audi driver and the only woman ever to win a rally. The short, which seeks to empower the Moutons of the future, tells the story of a father reading a fairy tale to his daughter. This story includes all the classic stereotypes: a maiden, a fairy godmother, a wolf, a pumpkin that turns into a carriage, a ball at a palace, a Prince Charming, etc. In “Ever After,” however, we see the story through the imagination of a girl, watching how she transforms it and gives it a new meaning. Michèle Mouton—who, after 30 years, is once again an Audi ambassador—participated in the campaign.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Sectors > Automotive
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Brand Storytelling
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