Audi Publicidad en TV y cine The Doll That Chose To Drive Proximity Barcelona

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The Doll That Chose To Drive

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Sector Coches
Media Publicidad en TV y cine
Mercado España
Agencia Proximity Barcelona
Creative Director Carles Alcon
Art Director Rodrigo Chaparreiro, Ivan Aguado, David Casado
Copywriter Neus Giménez, Edu Escudero, Laura Cuni
Agencia de production Post23
Director Jordi Garcia
Art Director Bor Arroyo
Publicado febrero 2016


Cannes Lions 2017
Film Branded Content & Entertainment : Short Fiction Film (under 10 minutes) Bronze Lion

Creditos y descripciones

Category: Automotive
Alternative Title: La muñeca que eligió conducir
Agency: Proximity Barcelona
PRODUCT: Campaña de Branding - Navidad
CLIENT: Audi España
MEDIA: TV, Online, Cinema
DATE OF CAMPAIGN: 16/12/2016
AGENCY: Proximity Barcelona
General Creative Director: Eva Santos.
Creative Director: Carles Alcon
Copies: Neus Gimenez, Laura Cuni, Edu Escudero
Art Director: Rodrigo Chaparreiro, Iván Aguado, David Casado.
Client Services Director: Amanda Muñiz
Account Director: Patricia Miret
Account Supervisor: Laia García, Carla Franco.
Strategic Planner: Patricia Urgoiti
Digital Producer: Lluís García.
Producer Director: Mercè Fernández.
Audiovisual Producer: Diana Asenjo.
Animation Studio: Post23
Director: Jordi Garcia (Post23)
Art Director: Bor Arroyo Post23)
Published: February 2017

“The doll that chose to drive” is a 3-D animated short telling the story of a doll’s adventures at the toy section of a mall. The film begins with the classic separation of toys “for boys” on blue shelves, and toys “for girls” on pink shelves. Abandoning the pink shelf, the doll crosses the abyss to the blue side—where toys “for boys” are located—and climbs into a toy R8, Audi’s sportiest car. In the end, can the car and the doll continue playing together or will they be separated by stereotypes? We made the animated film in 3-D, with a cinematic style, since this technique allowed us to tell the story from the point of view of the toys themselves.This piece was designed to be shared during Christmas, with different levels of meaning to reach both the adult and child targets.
Entry Summary:
In Spain, there are 42% more male drivers than females—evidence of the inequality that still exists between the sexes and affects driving. In fact, as of the end of 2016, not a single sports car spot in Spain had featured a woman.After researching women’s traditional role in the driving world, we reached one conclusion: women have always been passengers, never pilots.Stereotypes take root during childhood, and we were always told that dolls were for girls and cars were for boys. This discrimination influences the relationship women end up establishing with driving, and helps perpetuate gender stereotypes in this area.Audi has always implemented an egalitarian social model. In fact, Michèle Mouton, the first woman to achieve a victory in the World Rally Championship, competed with the Audi team in the ‘80s. But Audi had never explicitly communicated this before, nor had any other brand in its category.

A doll, a car, two separate worlds. Those are the main ingredients of the short, animated film “The doll that chose to drive”, released by Audi Spain this Christmas. Created by Proximity Barcelona in collaboration with Barcelona studio Post23, the film challenges viewers to remove gender stereotyping. The campaign also features a limited edition of the toy appearing in the film