Automotive - Vehicles

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

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2013 BRONZE

Cadillac ATS vs The World

For the first time in years, Cadillac was launching an entrant into the lucrative compact luxury carsegment the Cadillac ATS. A quick, nimble, and fun-to-drive car, the ATS would help disrupt and reinvent all the Cadillac stereotypes. But first, it had to deal with the 800-pound gorilla in the category, the BMW 3-Series. By positioning the ATS as a challenger brand, in a category that was desperate for one, Cadillac created a number-one contender that could credibly challenge the champ for the first time.

Brand: Cadillac
Client: General Motors
Agency: Fallon
Language: English

2013 BRONZE

First Car Story

As Subaru's entry-level sedan, the Impreza had never gained traction, thus threatening long-term brand health. To stimulate demand among new-to-the-brand buyers, we needed to create awareness and relevancy of Subaru among an audience that only knew the brand for the Outback. The new Impreza model launched in 2012, competing against segment stalwarts the Honda Civic, the Toyota Corolla, and the Volkswagen Jetta. A digitally-driven idea centered around first car love helped propel Impreza to all-time highs in sales and share, and contributed to a record-setting year for Subaru.

Brand: Subaru
Client: Subaru of America
Agency: Carmichael Lynch
Language: English

2012 GRAND

Imported from Detroit

After Chrysler's 2009 bankruptcy, they launched the 200 with no loyalty to leverage and no eager buyers waiting to see what was coming. Unfortunately, America had turned its back on American cars. In turn America turned its back on Detroit. If Chrysler could bring back Detroit, it could take back its rightful place within it. Success required us to keep the publics eye on Chrysler's future - to see the possibility, energy and will-to-win in Chrysler. As a result, we achieved a PR extravaganza and Chrysler search and sales skyrocketed.

Brand: Chrysler
Client: Chrysler LLC
Agency: Wieden+Kennedy
Language: English