8 cars. 13 features. 1 night. We took the most boring automotive category – instructional feature videos – and turned it into an action movie. And got recognized at The Webby’s award show along the way. With consumers stuck indoors during lockdown, yearning for escapism, we gave them a social campaign worthy of theaters.
This is the 90-sec trailer if you don't have time for the 6-minute piece.
Below are the full-length 6 min version and the case study for the whole campaign, which encompassed Instagram, Facebook, and YT pre-roll, as well the long-form piece.
We marketed it like a movie, releasing teasers, a trailer, and Motion Movie posters (below), as well as Interactive IG polls. Meta regards it as a benchmark for the auto category. Watch the case study above.
GCD: Me, John O'Hea, ACD/CW: Chris Mead, ACD/AD: Kris Wong
