CLIENT
Subaru Canada Inc.
Karen Blazer, Marketing Manager
Karen Blazer, Assistant Manager
AGENCY
Wain Choi, Executive Creative Director
Jonathan Smith, Creative Director
Patrick Shing , Creative Director
Carly Miller, Strategic Planner
Karen Blazer, Producer
Revital Grunberg, Producer
Hayley Blackmore, Account Director
Maura Kelly, Account Director
Sarah Quinto, Art Director
Julia Forrester, Writer
Tim Hopkins, Strategic Planner
Riley Keen, Art Director
Laura Biggar, Writer
Heather Segal, Chief Strategy Officer
OMD
Heather Segal, Media Planner
Heather Segal, Media Planner
Zulubot
Sarah Dayus, Zulubot Post Producer
Brian Noon, Editor
Max Lawlor, Editor
Felipe Chaparro, Compositors
Justin Lee, Compositors
Keystone
Mike Roi, Manager, Content & Social
Paul Rossen, President
Animals
Mariya Guzova, Production House Executive Producers
Mariya Guzova, Director of Photography
Mariya Guzova, Director of Photography
Mariya Guzova, Production House Line Producers
Mariya Guzova, Production House Line Producers
Mariya Guzova, Production House Executive Producers
SUMMARY
While Subaru’s all-new Wilderness brand was built for off-road performance, Subaru had always been seen as more responsible than capable. To surmount this, we needed to launch Wilderness with a visceral demonstration of its rugged capabilities to make young adventure seekers say, “OMG! That’s a Subaru?!” In our 360-degree campaign, Wilderness was no mere vehicle, but rather a wild animal being released into its natural habitat. The campaign resulted in significant gains in perceptions as “leader” (+5.5), “distinctive” (+5.9), and “adventurous” (+7.3), driving an all-time market-share high in October 2021.
