"The doll that chose to drive"
Audi Spain has used the Christmas 2016 season to launch “Change The Game”, a campaign focused on removing gender discrimination from driving and toys.
The centrepiece of this initiative is a short, animated 3D film called “La muñeca que eligió conducir” (The doll that chose to drive), starring a brave doll who decides to cross the chasm to reach to the toy cars and break with convention by driving an R8 for the first time.
The story is also a metaphor for the gender stereotyping that still exists in the driving world, which starts in childhood with the mistaken belief that toy cars are only for boys. Audi has produced a limited edition toy of the car and the doll. These two toys, usually kept apart by gender stereotypes, have been brought together this Christmas to show that play, like driving, is a gender free area.
Agency: Proximity Barcelona
Client: Audi
Year: 2016
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Creative Direction: Eva Santos / Carles Alcón
Copywriters: Laura Cuni / Eduard Escudero / Neus G. Parrot
Art Direction: Rodrigo Chaparreiro / Iván Aguado
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Production Company: Post 23
AWARDS
CdeC 2017 — Grand Prix | Gold Best Ideia | Gold Digital | Silver Audiovisual Execution
Youtube — Ytal award one of the five commercials most liked and shared in the month of April
CdeC 2017 — Grand Prix | Gold Best Ideia | Gold Digital | Silver Audiovisual Execution
Youtube — Ytal award one of the five commercials most liked and shared in the month of April
