This animated 3D short film is the centerpiece of an initiative from Proximity Barcelona for client Audi Spain that’s designed to help combat gender stereotyping which separates girls in pink from boys in blue.
Directed by Jordi Garcia via Barcelona-based animation studio Post23, the short introduces us to a doll in a toy store who breaks away from the pink side of the aisle to do what boys do–drive an Audi A8 automobile for the first time. The story is 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.
Credits
Client Audi Spain Agency Proximity Barcelona Eva Santos, general creative director; Carles Alcon, creative director; Neus Gimenez, Laura Cuni, Edu Escudero, copywriters; Rodrigo Chaparreiro, Ivan Aguado, David Casado, art directors; Patricia Urgoiti, strategic planner; Lluis Garcia, digital producer; Merce Fernandez, director of production; Diana Asenjo, audiovisual producer. Animation Studio Post23, Barcelona Jordi Garcia, director; Bor Arroyo, art director.
Škoda is launching its first electric compact SUV, Elroq, with a campaign highlighting how curiosity can lead to inspiration.
“Be more Elroq”, created by FCB London, centers around the idea that everything in the world--including a chipmunk, raccoons and a hummingbird--can be a source of inspiration if you’re curious enough.
Thia 45-second hero film opens on a chipmunk sitting surrounded by nuts in a completely stripped-back, green world. The narrator embarks on his mission to share curious facts with the audience by explaining that chipmunks can fit up to 12 nuts in their mouths at the same time. The focus then shifts to two raccoons, as the voiceover explains that raccoons can see in the dark without blinding other raccoons. Next up is a hummingbird that can drink a flower’s nectar quicker than the narrator can finish his sentence.
These curious facts are metaphors that each represent a feature of the Elroq--quick battery charge, surprising storage space, and LED Matrix headlights. The film ends with an Elroq car driving out in the real world with the tagline “Be more Elroq.”
Owen Lee, chief creative officer at FCB London, said, “With the Elroq launch for Škoda, we wanted to crack open the category and do something genuinely fresh. That’s where these curious metaphors come in. They’re not just showing you what the Elroq can do, but what Škoda is--a brand with a bold, joyful spirit.”
