Subaru Case study PURE PERFORMANCE by DDB Toronto

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PURE PERFORMANCE

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Industry Cars
Media Case study
Market Canada
Agency DDB Toronto
Director Andy Low, Matt Woods
Associate Creative Director Paul Wallace
Creative Director Denise Rossetto, Andrew Simon, Todd Mackie
Art Director Yusong Zhang
Copywriter Daniel Bonder
Designer Barry Lachapelle
Illustrator Dan Milligan
Editor Brian Williams
Released December 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: SUBARU CANADA
Product/Service: SUBARU WRX STI
Agency: DDB CANADA/TORONTO
Date of First Appearance: Sep 27 2010
Entry URL: http://www.youtube.com/watch?v=HO7ojViBVtk
Creative Director: Andrew Simon, Todd Mackie, Denise Rossetto (DDB Canada/Toronto)
Associate Creative Director: Paul Wallace (DDB Canada/Toronto)
Copywriter: Daniel Bonder (DDB Canada/Toronto)
Art Director: Yusong Zhang (DDB Canada/Toronto)
Agency Producer: Andrew Schulze, Catherine Kim (DDB Canada/Toronto)
Designer: Barry Lachapelle (DDB Canada/Toronto)
Executive Producer: Harland Weiss (OPC)
Director: Woods & Low
Cinematographer: James Gardener, Adam Marsden (OPC)
Line Producer: Tara Handley (OPC)
Compositor: Dave Giles (AXYZ)
Colourist: Wade Odlum
Animator: Kevin Adams (Starz Animation)
Editor: Brian Williams (Posterboy Edit)
Audio Director/Producer: Chris Tait (Pirate Radio & Television Toronto)
Transfer: (Alter Ego)
Illustrator: Dan Milligan
Director - Making of: Jon and Torey
Music - Making of: (Bartel)
Flash Developer: Kirby Szeto
Media placement: Print - Newspaper - Globe & Mail - 27-September 2010
Media placement: TV Spot - Sportsnet - 18-October 2010
Media placement: Digital Banners/Leaderbox - In-Game, Online - Various Sites - 18-October 2010
Media placement: Online Documentary - YouTube - 27-October 2010
Media placement: Online Video - YouTube - 27-October 2010
Media placement: Interactive Videos - YouTube - 03-December 2010

Describe the campaign/entry
The 2011 WRX STI is the most aggressive vehicle Subaru has ever created. However, strict Canadian advertising regulations prohibit automotive advertising from showing any of the hardcore drifts, speeding, and jumps our target has come to love and expect. So, rather than making a commercial about a car, we powered a commercial with one. No CG. No Greenscreen. Just the WRX STI passing 760 painstakingly made animation frames to create a real life flipbook story.

Describe how the campaign/entry was launched across each channel in the order of implementation
The original commercial launched on television during live sporting events. It then led people to the Subaru Canada YouTube Channel where they could see an Extended Version of the commercial as well as a six minute documentary chronicling how it was made. People were also led to our YouTube channel through a series of targeted rich banners which allowed people to actually power the animation using their mouse. Once the campaign had launched, we uploaded our “Choose Your Own Angle” interactive YouTube video, allowing people to experience the WRX STI rally race from four different angles in real time.

Give some idea of how successful this campaign/entry was with both client and consumer
Within only weeks of the campaigns launch our films had over 300,000 views online and quickly became the #1 watched Automotive Video in Canada on YouTube. The campaign was featured on hundreds of blogs including Gizmodo, Trendhunter and Jalopnik, as well as in major newspapers across Canada. Our “Choose Your Own Angle” video immediately became an online sensation racking up over 200,000 unique views and picking up a slew of press along the way. Best of all, sales of the Subaru WRX STI were up over 126% over the same period the year before.