The challenge

After a couple years of accelerating business growth, we needed to show up in the world more prominently to further drive brand awareness and affinity. The executive team chose TV, outdoor advertising, and digital as the splashiest, most broad-reach channels.

The brief

Create an aspirational, brand-forward campaign that would highlight both our UVPs (selection, convenience) as well as express the cool, image-conscious sensibilities of our target audience.

The solution: TVC

We concepted, creative directed, and produced the “Open doors” campaign, which meant to capture the optimism and aspirational vibes of our “Find your drive” brand positioning. Inspired by magical realism traditions, the campaign showed how the perfect car can enchant your world and bring a little extraordinary to everyday.

We see our hero blossom from being bored and uninspired at home to finding loads of adventures, enabled by finding the perfect car for any occasion. Shot on a blue screen leveraging Unreal Engine technology, this VFX-heavy campaign was Adweek’s Ad of the Day.

The solution: OOH

To accompany the TVC, we distilled the magic realism-style concept into static stills show how the car opens up new worlds, accessible to anyone willing to find to them. The stills ran in a billboard campaign in San Francisco, Los Angeles, New York, and Miami, as well as in social carousels that ran on Instagram and Facebook.

Credits

Creative directors, Turo: Megan Natt & Ericka Ames

Directors, Sixtwentysix: Miles & AJ

Producer: Estevan Padilla

View the award here.