Chrysler: BORN OF FIRE by Wieden + Kennedy Portland for Chrysler

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Chrysler: BORN OF FIRE

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Industry Cars
Media Film
Market United States
Agency Wieden + Kennedy Portland
Director Samuel Bayer
Executive Creative Director Susan Hoffman, Matt O'rourke
Creative Director Aaron Allen
Art Director Jimm Lasser
Copywriter Kevin Jones, Greg Rutter, Dan Kroeger, Mark Fitzloff, Joe Staples
Producer Violaine Etienne, Martha English
Editor Tommy Harden
Released June 2011

Awards

Cannes Lions 2011
Film Craft Lions Best Use of Music Gold
Film Lions Cars Gold
Film Craft Lions Direction Gold
Film Craft Lions Script Gold
Film Craft Lions Editing Bronze

Credits & Description

Type of Entry: Product & Service
Category: Cars
Title: BORN OF FIRE
Advertiser/Client: CHRYSLER
Product/Service: CHRYSLER 200
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Chief Creative Officer: Dan Wieden
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Aaron Allen/Joe Staples
Art Director: Jimm Lasser
Copywriter: Joe Staples/Mark Fitzloff/Kevin Jones/Greg Rutter/Dan Kroeger
Agency Producer: Bob Wendt
Advertiser's Supervisor: Melissa Garlick
Planner: Kristen Harrer
Account Manager: Thomas Harvery/Lani Reichenbach/Randy Ortiz/Kelly Quinn/Justin Yates
Production Company: SERIAL PICTURES Culver City, USA
Director: Samuel Bayer
Producer: Violaine Etienne (Executive Producer) And Martha English (Line Producer)
Editor: Tommy Harden
Sound Design/Arrangement: Luis Resto
Music: Artist/Title: Que Chevere Music/Sync2picture/Shady Records
Post Production: Method (Vfx)/A52 (Titles/Graphics)/Eleven (Mix Company)
Other Credits: Robert Owens (Vfx Executive Producer)/Claus Hansen (Flame Artist)/Ashley Zastrow (Vfx Producer)
Brief Explanation:
Of the big three American car companies, Chrysler was in the most danger of failing. Had there not been a last-minute vote of confidence from the U.S. Government, they would not exist. This was public knowledge, debated throughout the country—should we have loaned Chrysler the money?
When it came time to introduce a new product, we had a car to sell and also had to win back America's confidence. To do this, we took the unlikely position of embracing Chrysler’s Detroit heritage when every other American car company was distancing themselves from the city.
We created a 2-minute homage to Detroit, a city primed for a comeback, and ran the spot only once, on Super Bowl Sunday.