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永远
案例简介：概要 1981年，米歇尔·莫坦 (michh è lemouton) 成为第一位赢得世界拉力锦标赛冠军的女性。她用奥迪Quattro做到了。没有其他女人能与这一壮举相提并论，这证明了性别之间机会的差异，尤其是在汽车领域。奥迪品牌提倡一种社会平等的模式，这种价值观比以往任何时候都更适合社会。在西班牙，奥迪是高档汽车女性市场份额最高的品牌，使其能够在该类别中率先传达女权主义信息。2016年，奥迪 (Audi) 在西班牙的汽车世界中首次将玩偶放在其最运动的汽车的方向盘上，发布了该类别的第一个女权主义信息。我们引领了道路，但2017年我们需要提升话语，并证明女性不仅可以开车-她们可以赢得比赛。 战略 2016年，我们第一次把一个女人放在方向盘后面。今年，我们希望加强这些平等主义价值观，表明它们是品牌DNA的一部分。我们决定将讨论从驾驶提升到竞争: “奥迪不仅希望您驾驶汽车，还希望您赢得比赛。” 这使我们能够解决性别刻板印象的职业世界，特别是被视为高度男性化的职业: 驾驶员。我们再次将mich è lemouton置于聚光灯下，将她的真实故事变成童话故事。根据心理学家的说法，故事是重要的教育要素，其性别刻板印象对自尊和价值观的发展产生了决定性的影响，例如女孩的智力和激情。我们改写了传统的故事，创造了一个童话，主人公就像木豆一样改变历史，逐一打破性别刻板印象。 相关性 “永远” 是一部动画电影，打破了经典故事的所有性别刻板印象。但这不仅仅是一个品牌倡导的虚构娱乐内容。《永远之后》的灵感来自米歇尔·木通 (michh è lemouton) 几乎不为人知的真实故事，米歇尔·木通是一名前奥迪车手，也是唯一一位在世界拉力锦标赛上夺冠的女性。这部电影接近尾声时揭开的真实生活灵感，将这部纯粹的迪士尼风格的短片变成了具有两个层次含义的作品: 一个是成人的，另一个是儿童的。 结果 奥迪选择了一部动画虚构电影作为其全球圣诞节活动。该内容已在40多个国家/地区使用，其平等信息达到了1500万多个观点，并产生了1.25亿影响。按照皮克斯的策略，我们在西班牙主要城市的电影院放映了4,000多次，在圣诞节期间，在 “可可” 和 “星球大战: 最后的绝地武士” 等电影之前放映了短片。鉴于电影在数字平台上的力量，我们在社交媒体上发布了短片，它收到了1300万多个观看次数，95% 定性评论都支持内容的信息、呈现和格式。为了完成这一发行策略，我们与该国最重要的数字电视媒体Movistar + 建立了合作伙伴关系，并在其电影频道上按需播放短片，吸引了近100万名观众。 执行 这件作品展示了两个不同的世界: 一个是真实的，另一个是幻想，这个女孩随着她的想象力而改变。因为对她来说，就像前司机木通一样，没有塔或南瓜或王子能阻止她。为了传达现实与小说的融合，该作品结合了现场表演和3D动画，这两种技术以电影风格执行，要求在电影院中展出。这也使成人和儿童都可以使用该电影。该作品汇集了视觉参考和角色，例如 “灰姑娘”，“睡美人”，“小红帽” 和 “长发公主”。真人表演部分试图回想起安布林家庭作品的基调。此外，由布达佩斯交响乐团的55位音乐家为电影创作了交响乐配乐。 运动描述 “Ever之后” 是一部3D和真人动画短片，基于世界各地家庭共享的习俗: 睡觉前，父亲给女儿读了一个童话故事。这个故事包括所有经典的刻板印象: 少女，仙女教母，狼，变成马车的南瓜，宫殿的舞会，白马王子等。然而，在 “永远” 中，我们通过一个女孩的想象力看到了这个故事，看着她如何改变它并赋予它新的含义。该作品以不同长度的版本推出，将 “灰姑娘” 场景的经典结构分解为一个又一个场景，并向前奥迪车手米歇尔·木顿 (michh è lemouton) 致敬，她是唯一一位赢得拉力赛的女性，从而赋予了未来的土墩力量。
永远
案例简介：Synopsis In 1981, Michèle Mouton became the first woman to win an event in the World Rally Championship. She did it with an Audi Quattro. No other woman has matched this feat, something that demonstrates the differences in opportunities between the genders, especially in the automotive world. The Audi brand promotes a socially egalitarian model, a value that is more relevant for society than ever before. In Spain, Audi is the brand with the highest female market share for premium cars, allowing it to pioneer the feminist message in the category. In 2016, for the first time in the automotive world in Spain, Audi put a doll behind the wheel of its sportiest car, launching the category’s first feminist message. We led the way, but in 2017 we needed to elevate the discourse and demonstrate that women not only can drive—they can win the race. Strategy In 2016 we put a woman behind the wheel for the first time. This year, we wanted to reinforce those egalitarian values, showing that they’re part of the brand’s DNA. We decided to elevate the discourse from driving to competition: “Audi doesn’t just want you to drive a car, it wants you to win the race.” This allowed us to address the gender-stereotyped world of professions, and specifically one viewed as highly masculine: the driver. We put Michèle Mouton under the spotlight once again to turn her true story into a fairy tale. According to psychologists, stories are an important educational element, and their gender stereotypes are a definitive influence on the development of self-esteem and values such as intelligence and passion in girls. We rewrote the traditional stories, creating a fairy tale in which the protagonist, just like Mouton, changes history, breaking down gender stereotypes one by one. Relevancy “Ever After” is an animated film that breaks down all of the gender stereotypes of the classic stories. But it’s much more than a piece of fictional entertainment content championed by a brand. “Ever After” is inspired by the almost unknown true story of Michèle Mouton, a former Audi driver and the only woman ever to win an event in the World Rally Championship. This real life inspiration, unveiled at the film’s close, turns this pure Disney-style short into a work with two levels of meaning: one for adults, and one for children. Outcome Audi chose an animated fictional film as its global Christmas campaign. The content has been consumed in more than 40 countries, reaching more than 15 million views and 125 million impacts with its message of equality. We showed the piece more than 4,000 times in cinemas in Spain’s primary cities following the Pixar strategy, projecting the short prior to films such as “Coco” and “Star Wars: The Last Jedi” during the Christmas season. Given the power of film on digital platforms, we launched the short on social media, where it received more than 13 million views, with 95% of the qualitative comments in favor of the content’s message, presentation, and format. To complete this distribution strategy, we formed a partnership with Movistar+—the country’s most important digital television outlet—and broadcast the short on the schedule and on demand on its film channels, reaching close to 1 million viewers. Execution The piece shows two different worlds: one real, and the other the fantasy, which the girl transforms with her imagination. Because for her, just like the former driver Mouton, no tower or pumpkin or prince can stop her. To convey this mixture of reality and fiction, the piece combined live action and 3D animation, two techniques executed with the kind of cinematic style that demanded its exhibition in cinemas. This also allowed the film to be consumed by both adults and children. The piece brings together visual references and characters such as “Cinderella,” “Sleeping Beauty,” “Little Red Riding Hood” and “Rapunzel.” The live action portion sought to recall the tone of Amblin’s family productions. In addition, a symphonic soundtrack was composed for the film, performed by the 55 musicians of the Budapest Symphony Orchestra. CampaignDescription “Ever After” is a 3D and live action animated short that is based on a custom shared by families all over the world: before going to sleep, a father reads his daughter a fairy tale. This story includes all the classic stereotypes: a maiden, a fairy godmother, a wolf, a pumpkin that turns into a carriage, a ball at a palace, a Prince Charming, etc. In “Ever After,” however, we see the story through the imagination of a girl, watching how she transforms it and gives it a new meaning. The piece—launched in versions with various lengths—takes apart the classic structure of “Cinderella” scene after scene, and turns into a tribute to Michèle Mouton, former Audi driver and the only woman ever to win a rally, thus empowering the Moutons of the future.
Ever After
案例简介：概要 1981年，米歇尔·莫坦 (michh è lemouton) 成为第一位赢得世界拉力锦标赛冠军的女性。她用奥迪Quattro做到了。没有其他女人能与这一壮举相提并论，这证明了性别之间机会的差异，尤其是在汽车领域。奥迪品牌提倡一种社会平等的模式，这种价值观比以往任何时候都更适合社会。在西班牙，奥迪是高档汽车女性市场份额最高的品牌，使其能够在该类别中率先传达女权主义信息。2016年，奥迪 (Audi) 在西班牙的汽车世界中首次将玩偶放在其最运动的汽车的方向盘上，发布了该类别的第一个女权主义信息。我们引领了道路，但2017年我们需要提升话语，并证明女性不仅可以开车-她们可以赢得比赛。 战略 2016年，我们第一次把一个女人放在方向盘后面。今年，我们希望加强这些平等主义价值观，表明它们是品牌DNA的一部分。我们决定将讨论从驾驶提升到竞争: “奥迪不仅希望您驾驶汽车，还希望您赢得比赛。” 这使我们能够解决性别刻板印象的职业世界，特别是被视为高度男性化的职业: 驾驶员。我们再次将mich è lemouton置于聚光灯下，将她的真实故事变成童话故事。根据心理学家的说法，故事是重要的教育要素，其性别刻板印象对自尊和价值观的发展产生了决定性的影响，例如女孩的智力和激情。我们改写了传统的故事，创造了一个童话，主人公就像木豆一样改变历史，逐一打破性别刻板印象。 相关性 “永远” 是一部动画电影，打破了经典故事的所有性别刻板印象。但这不仅仅是一个品牌倡导的虚构娱乐内容。《永远之后》的灵感来自米歇尔·木通 (michh è lemouton) 几乎不为人知的真实故事，米歇尔·木通是一名前奥迪车手，也是唯一一位在世界拉力锦标赛上夺冠的女性。这部电影接近尾声时揭开的真实生活灵感，将这部纯粹的迪士尼风格的短片变成了具有两个层次含义的作品: 一个是成人的，另一个是儿童的。 结果 奥迪选择了一部动画虚构电影作为其全球圣诞节活动。该内容已在40多个国家/地区使用，其平等信息达到了1500万多个观点，并产生了1.25亿影响。按照皮克斯的策略，我们在西班牙主要城市的电影院放映了4,000多次，在圣诞节期间，在 “可可” 和 “星球大战: 最后的绝地武士” 等电影之前放映了短片。鉴于电影在数字平台上的力量，我们在社交媒体上发布了短片，它收到了1300万多个观看次数，95% 定性评论都支持内容的信息、呈现和格式。为了完成这一发行策略，我们与该国最重要的数字电视媒体Movistar + 建立了合作伙伴关系，并在其电影频道上按需播放短片，吸引了近100万名观众。 执行 这件作品展示了两个不同的世界: 一个是真实的，另一个是幻想，这个女孩随着她的想象力而改变。因为对她来说，就像前司机木通一样，没有塔或南瓜或王子能阻止她。为了传达现实与小说的融合，该作品结合了现场表演和3D动画，这两种技术以电影风格执行，要求在电影院中展出。这也使成人和儿童都可以使用该电影。该作品汇集了视觉参考和角色，例如 “灰姑娘”，“睡美人”，“小红帽” 和 “长发公主”。真人表演部分试图回想起安布林家庭作品的基调。此外，由布达佩斯交响乐团的55位音乐家为电影创作了交响乐配乐。 运动描述 “Ever之后” 是一部3D和真人动画短片，基于世界各地家庭共享的习俗: 睡觉前，父亲给女儿读了一个童话故事。这个故事包括所有经典的刻板印象: 少女，仙女教母，狼，变成马车的南瓜，宫殿的舞会，白马王子等。然而，在 “永远” 中，我们通过一个女孩的想象力看到了这个故事，看着她如何改变它并赋予它新的含义。该作品以不同长度的版本推出，将 “灰姑娘” 场景的经典结构分解为一个又一个场景，并向前奥迪车手米歇尔·木顿 (michh è lemouton) 致敬，她是唯一一位赢得拉力赛的女性，从而赋予了未来的土墩力量。
Ever After
案例简介：Synopsis In 1981, Michèle Mouton became the first woman to win an event in the World Rally Championship. She did it with an Audi Quattro. No other woman has matched this feat, something that demonstrates the differences in opportunities between the genders, especially in the automotive world. The Audi brand promotes a socially egalitarian model, a value that is more relevant for society than ever before. In Spain, Audi is the brand with the highest female market share for premium cars, allowing it to pioneer the feminist message in the category. In 2016, for the first time in the automotive world in Spain, Audi put a doll behind the wheel of its sportiest car, launching the category’s first feminist message. We led the way, but in 2017 we needed to elevate the discourse and demonstrate that women not only can drive—they can win the race. Strategy In 2016 we put a woman behind the wheel for the first time. This year, we wanted to reinforce those egalitarian values, showing that they’re part of the brand’s DNA. We decided to elevate the discourse from driving to competition: “Audi doesn’t just want you to drive a car, it wants you to win the race.” This allowed us to address the gender-stereotyped world of professions, and specifically one viewed as highly masculine: the driver. We put Michèle Mouton under the spotlight once again to turn her true story into a fairy tale. According to psychologists, stories are an important educational element, and their gender stereotypes are a definitive influence on the development of self-esteem and values such as intelligence and passion in girls. We rewrote the traditional stories, creating a fairy tale in which the protagonist, just like Mouton, changes history, breaking down gender stereotypes one by one. Relevancy “Ever After” is an animated film that breaks down all of the gender stereotypes of the classic stories. But it’s much more than a piece of fictional entertainment content championed by a brand. “Ever After” is inspired by the almost unknown true story of Michèle Mouton, a former Audi driver and the only woman ever to win an event in the World Rally Championship. This real life inspiration, unveiled at the film’s close, turns this pure Disney-style short into a work with two levels of meaning: one for adults, and one for children. Outcome Audi chose an animated fictional film as its global Christmas campaign. The content has been consumed in more than 40 countries, reaching more than 15 million views and 125 million impacts with its message of equality. We showed the piece more than 4,000 times in cinemas in Spain’s primary cities following the Pixar strategy, projecting the short prior to films such as “Coco” and “Star Wars: The Last Jedi” during the Christmas season. Given the power of film on digital platforms, we launched the short on social media, where it received more than 13 million views, with 95% of the qualitative comments in favor of the content’s message, presentation, and format. To complete this distribution strategy, we formed a partnership with Movistar+—the country’s most important digital television outlet—and broadcast the short on the schedule and on demand on its film channels, reaching close to 1 million viewers. Execution The piece shows two different worlds: one real, and the other the fantasy, which the girl transforms with her imagination. Because for her, just like the former driver Mouton, no tower or pumpkin or prince can stop her. To convey this mixture of reality and fiction, the piece combined live action and 3D animation, two techniques executed with the kind of cinematic style that demanded its exhibition in cinemas. This also allowed the film to be consumed by both adults and children. The piece brings together visual references and characters such as “Cinderella,” “Sleeping Beauty,” “Little Red Riding Hood” and “Rapunzel.” The live action portion sought to recall the tone of Amblin’s family productions. In addition, a symphonic soundtrack was composed for the film, performed by the 55 musicians of the Budapest Symphony Orchestra. CampaignDescription “Ever After” is a 3D and live action animated short that is based on a custom shared by families all over the world: before going to sleep, a father reads his daughter a fairy tale. This story includes all the classic stereotypes: a maiden, a fairy godmother, a wolf, a pumpkin that turns into a carriage, a ball at a palace, a Prince Charming, etc. In “Ever After,” however, we see the story through the imagination of a girl, watching how she transforms it and gives it a new meaning. The piece—launched in versions with various lengths—takes apart the classic structure of “Cinderella” scene after scene, and turns into a tribute to Michèle Mouton, former Audi driver and the only woman ever to win a rally, thus empowering the Moutons of the future.
永远
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