Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

FILTER BY:

PROGRAM

2016 BRONZE

The "Personal SUV" that Goes Beyond Utility

To launch NX to a nontraditional SUV target, Lexus had to convince consumers, who had dismissed SUVs as not personally relevant, to consider this vehicle. To get pique their curiosity, Lexus had to challenge peoples expectations of what an SUV could be and shift the conversation to be about personal utility in a category of family haulers. In doing so, Lexus successfully carved a distinct position for NX within its growing line-up of luxury SUVs while also breaking through the clutter of the fastest growing segment in luxury automotive.

Brand: Lexus NX
Client: Lexus
Agency: Team One
Language: English

2015 SILVER

"British Villains"

How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of US drivers? By casting its newest sports car as a Villain, of course. Jaguar's "British Villains" campaign played off the insight that the best Hollywood Villains are played by Brits, and introduced Jaguar as the newest British Villain. An integrated campaign touted the idea that it's #GoodToBeBad and encouraged audiences to embrace their dark sides. Post campaign, Jaguar has a re-energized brand funnel, a renewed contemporary fan-base, and audiences asking for more villainy.

Brand: Jaguar
Client: Jaguar North America
Agency: Spark44
Language: English

2015 SILVER

Stay Uncompromised

How can the underdog brand, outspend and outsold by its iconic competitors, dominate the most sought-after segment and win over first time luxury buyers? By celebrating the arrival of the uncompromised Audi A3 as a symbol of a generations refusal to settle on their values. The Stay Uncompromised integrated campaign was a rallying cry to stay true to yourself and your convictions no matter what.

Brand: Audi of America, Inc.
Client: Audi of America, Inc.
Agency: Venables Bell & Partners
Language: English