Hot sports cars have always made drivers feel a bit flush. Now Subaru Canada is taking the launch of the all-new BRZ to another level by allowing consumers to literally taste it in the form of a scorching hot sauce.
Aptly titled “Ignite Your Senses,” the integrated campaign was launched through this dramatic online film directed by Kacper Larski via production company Asymetric for agency Zulu Alpha Kilo, Toronto. Revolving around a curious pizzeria, the story begins with a customer becoming enraptured by an all-new Subaru BRZ parked outside the restaurant. Seeing what lights this guy’s fire, the chef gives him a unique bottle of hot sauce featuring BRZ branding. And after tasting the bottled-up feeling of the sportscar, the customer’s heightened senses launch him into a fiery BRZ driving fantasy through the city.
But the film premise is more than just pure fantasy. A batch of BRZ Hot Sauce bottles have been earmarked for select dealers and surprise and delight giveaways on social media, so consumers can take a “taste drive.”
Aimed at a youthful and tech-savvy audience, a code found on BRZ Hot Sauce bottles leads consumers to a Snap AR gaming lens. The objective of the game is to navigate the BRZ through a curvy street course and collect as many chili peppers as you can within a minute. Gamers will get a real-time view of their facial expressions during the experience and can steer the BRZ by physically moving their head.
“Hot sauce has become a cultural phenomenon in recent years,” said Wain Choi, executive creative director at Zulu Alpha Kilo. “By tapping into that rich culture, we can push the boundaries on how to spark interest and trial of a new vehicle.”
Zulu Alpha Kilo and Zulubot, the agency’s production arm, led the strategy and creative development for the integrated campaign. The work spans online videos, a Snapchat AR lens, social content, OOH, digital takeovers and package design. Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.
The “Ignite Your Senses” campaign is the latest installment in Subaru Canada’s “Welcome to Uncommon” platform, which launched in 2021.
CreditsClient Subaru Canada Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Wain Choi, executive creative director; Kevin Sato, creative director/art director; Vinay Parmar, creative director/writer; Randy De Melo, Mirani Bhatt, art directors; Karishma Wadia, Ryan Kukec, writers; Stephanie Yung, head of design; Rasna Jaswal, Kevin Sato, designers; Heather Segal, Carly Miller, Shaunagh Farrelly, strategy team; Sean Bell, head of digital. Production Company Asymetric Kacper Larski, director; Jeremy Snell, DP. Postproduction Zulubot Christine Taranco, Tom Evans, Adam Palmer, Sarah Dayus, Laura Dubcovsky, Tim Winchester, Ola Stodulska, Jason Pearson, Colleen Allen, producers; Ece Inan, interactive producer; Andrew Martin, lead AR artist; Jake Edwards, Gillian Black, developers. 3D Studio Soup Color Alter Ego Connor Fischer, colorist. Music & Audio SNDWRx Didier Tovel, composer & engineer. Snap Lens Audio Zulubot Noah Mroueh, audio engineer. Editorial/Post Jessie Posthumus, editor; Felipe Chaparro, editor/VFX artist; Dan Margules, VFX artist; Cecilia Bernasch, motion graphics. Hot Sauce Bottler Pepper North Artisan Foods
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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