Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

2015 SILVER

The Canadian Tire Ice Truck

Canadas weather is unpredictable. As Canadas Store, its up to Canadian Tire to prepare Canadians with the products necessary for all the permutations of life in Canada. For winter driving that means having a battery that can start no matter what. To demonstrate the exclusive MotoMaster Eliminator AGMs reliability, we built a dry ice machine that froze the battery to -40 and started a truck with it. But not just any truck; we custom made a fully functioning truck out of 11,000 pounds of ice.

• Brand: Canadian Tire
• Client: Canadian Tire Retail
• Agency: TAXI Canada Ltd.

2014 SILVER

Keep Your Toyota A Toyota

Its a universal truth that people expect to get ripped off when visiting automotive service centers. In a category where trust is a significant competitive advantage, auto service providers seem to be actively working to undermine it. How do you increase dealer service traffic in a situation like that? You reinvent your brand, give your owners a trusted ally to help them decide to keep their Toyota a Toyota, and drive 400% higher visitation intent versus competitors, and a 9.3% repair order increase in the process.

• Brand: Toyota Parts and Service
• Client: Toyota Motor Sales
• Agency: Saatchi & Saatchi LA

2014 BRONZE

The Return of the Armor All Viking

In a fragmented and declining category, Armor All dug deep into what makes car enthusiasts care so much for their cars. What we found is that they all lived by the same code: how they care for their stuff is a reflection of who they are. We learned that inside every man was a Viking waiting to be unleashed. We then reintroduced the Armor All Viking in TV spots, online and mobile video a hero who demands that men take care of their things, especially their cars.

• Brand: Armor All
• Client: Armored AutoGroup
• Agency: DDB California

FINALISTS

Hum by Verizon How Verizon Vehicle Became Hum

Pennzoil Pennzoil Sheds its Conventional Skin

Turtle Wax ICE Saving Turtle Wax ICE