First Car Story

forSubaru

Trading real new cars for old car stories.

How do we get new drivers into a bunch of new, no-frills Imprezas? By taking their cherished, no-frills 'first car' memories as a real-life trade-ins for a new, no-frills Subaru.

Social stunt/ PR, Microsite, TVC, Illustration

Merits—

One Show Merit— User Experience Design / Interaction Design,
Webby— Best Use of Interactive Video FWA Site of the Day/ Month,
Effie Bronze Automotive, S

—Case Study—

How We Did It

We let people bring their first cars back to life in real time— building 400 makes, models and colors of cars in various states of disarray, 700 hand-drawn animations, 3 bespoke typefaces, sound effects, music tracks and more, all triggered by 25,000 contextually crowdsourced keywords. It worked so well, we actually used our engine to generate our broadcast spots.

Best of thee Worst

The Stories

Out of 40, 000 some odd generated videos, here's a few of the best of the banned.

'Like Rick Ross Say'

'Sonnie Boomin'

'Now He's Dead'

'Ima Riiitch Bitch'