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.
Lead agency Serviceplan’s new cross-media campaign for Lufthansa, “All it Takes is a Yes,” includes this short film which follows a protagonist who is magically transported from her daily office life to dream destinations with just a simple tap on the Lufthansa app.
We accompany her on a wonderful journey, discovering inspiring local experiences along the way. We see her at a dumpling shop in Shanghai, swimming in the turquoise waters near Rio de Janeiro, grabbing a sandwich at a New York deli, exploring the bustling streets of Mumbai, dancing at a wedding party in Rome and marvelling at the desert in South Africa. Along the way she connects with a character who’s seemingly following her. Inspired by magical realism, director Niclas Larsson via production house Iconoclast has crafted a stunning visual journey that perfectly blends reality and dream.
The campaign was developed and implemented by an international Serviceplan team under the creative lead of Serviceplan Germany chief creative officer Till Diestel, and global executive creative directors Erick Barrios Hernández and Wolfgang Warzilek.
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