The wicked step child of Subaru of America
DIGITAL / SOCIAL / GUERRILLA / INNOVATION / INTEGRATED CAMPAIGN
On paper the specs for the new WRX/STI would be disappointing to a vocal group of enthusiasts. But in truth, these cars were the best handling ever. We had to find a unique way into this community where traditional Subaru advertising would be rejected by nature of how our target operates. So we created a renegade company, DoubleURXXX Productions, to deliver high-adrenaline digital content and once-in-a-lifetime experiences to this audience centered around WRX/STIs handling.
RESULTS
300 million earned impressions and 400% sales increase.
AWARDS
55th annual communication arts / Digital advertising / the ride of her life
55th annual communications arts typography / digital media / the ride of her life
Effie finalist - the ride of her life - engaged community
Effie finalist - the chosen ones - automotive
webby’s award honoree / online and guerrilla & innovation / DoubleURXXX
Webby’s award honoree / auto and auto services / VinGotMeIn
Webby’s award honoree / branded content / the chosen ones
The show: gold / internet commercials / the ride of her life
The show: gold / single non-traditional / the ride of her life
The show: gold / single non-traditional / the chosen ones
The show: gold / campaign non-traditional / DoubleURXXX
The show: gold / consumer integrated campaigns / DoubleURXXX
The show: gold / internet commercials / DoubleURXXX mission statement
The show: silver / digital campaign / DoubleURXXX
The show: silver / websites, consumer products / the ride of her life
The show: bronze / Bucky brand content / DoubleURXXX
The show: bronze / branded content / the chosen ones
The show: bronze / cinematography / the ride of her life
The show: bronze / internet commercials / the ride of her life
The show: bronze / website -consumer products / VinGotMeIn
WRITER: Ryan Peck / DIGITAL PRODUCER: Rich McGeheran
XXX mission statement
The Chosen Ones award show video
VinGotMeIn.com
A digital thank you card
We needed to thank everyone who made videos and put their best foot “on the gas” forward for XXX productions. Ryan and I created and directed this. We directed Bucky on a skype call and then we went into the basement of our building with an old TV and made this.
Ride of her life award show video
All the little details that made us street legit with tuners
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Full length 17 minute documentary
We created this story. We orchestrated all the chapters leading up to this final piece. From 6 seconds to 17 minutes we are creators and story tellers.