The One Show
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Category
Consumer Television / :30/:25 - Single
Annual ID
11356T
About the Work
At the beginning of Q4, Chrysler decided they wanted to run a promotional event that would drive sales and close the year out strong. They asked us to conceptualize and implement it.
The problem with so-called year-end advertising (retail promotion) is that it too often fails to advance the ?narrative? of the brand. The emphasis on discounts and incentives tends to drown out what makes the brand distinctive. When you?re talking about an umbrella event for four separate and very different, brands, the issues get more complex.
We created ?The Big Finish of 2010? to provide the best marriage of consistency and individuality. It?s a body of work for all four brands, Chrysler, Dodge, Ram and Jeep, that will compel action now, but continue to cultivate each brand?s equity for the long term. It includes Television, Print, Out-of-Home and Digital.
The problem with so-called year-end advertising (retail promotion) is that it too often fails to advance the ?narrative? of the brand. The emphasis on discounts and incentives tends to drown out what makes the brand distinctive. When you?re talking about an umbrella event for four separate and very different, brands, the issues get more complex.
We created ?The Big Finish of 2010? to provide the best marriage of consistency and individuality. It?s a body of work for all four brands, Chrysler, Dodge, Ram and Jeep, that will compel action now, but continue to cultivate each brand?s equity for the long term. It includes Television, Print, Out-of-Home and Digital.
2011 Awards
Total Points: 5
Merit
Credits
Production Company
@radical.media
Art Director
Andrew Wright
Creative Director
Rob Strasberg
Steve Chavez
Sam Sefton
Rob Legato
Director
Jeff Zwart
Writer
Andrew Boukamp
Agency Producer
Kris Kulas
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