Заголовок | Kör som en kvinna (Drive like a woman) |
Кампания |
Kör som en kvinna (Drive like a woman)
|
Рекламодатель |
Hankook Tire Sweden AB
|
Бренд |
Tires
|
Posted | Ноябрь 2017 |
История | We all know the stereotype of a woman driver — but Hankook’s latest ad turns it on its head. As it turns out, the facts tell a different story. In Sweden, male drivers account for 80% of speeding tickets, three-quarters of drunk drivers and are involved in 77% of all fatal car accidents. So how does a country that had 263 road-related fatalities last year lower its accident rate? The National Society for Road Safety simply asked that everyone #DriveLikeAWoman.
|
Проблема | Our aim was to kill a very old stereotype; women drive worse than men. Whilst you and me know this not to be true, it’s a stereotype that’s refuse to go away. Our campaign set out to change this, and by burying this stereotype once and for all, we manage to excite a lot of Swedes along the way. While doing this, we put an up-until-now unknown tire company on the map. Hankook went from working with 12 retailers to 700 in the whole of Sweden. |
Тип медиа |
Веб-фильм
|
Креативный директор |
Sasan Faghihi
|
Копирайтер |
Björn Wigenius
|
Арт-директор |
Marcel Granfelt Saavedra
|
Продакшн Студия |
Crisp Film
|
Директор |
Sergej Israel
|
Продюсер Продакшн Студии |
Konrad Patcos
|
Графический дизайнер |
Fredrika Stern
|
Директор цифрового формата |
Hugo Nissar
|