Cannes Lions

HOW TO CHANGE CARS FOREVER

JOINT EDITORIAL, Portland / CHRYSLER / 2013

Case Film

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Overview

Description

When Dodge began designing a new small car, their ambition was more than just breaking into a category they hadn't been part of in years. They needed to make a car that wasn't only an undeniably strong offering in the compact category, but one that would force the hands of their many competitors, and oblige them to re-think the cars they were already making. A compact Dodge that would change the way small cars were made across the industry, it had to be made from scratch, complete reimagining of what is possible in a small vehicle. Creating such a car is no small feat, but in a record 18 months they moved from sketch to production - with plenty of late nights, tests and trials, coffee and angst along the way.

Our commercial distills and documents the impossible process of creating the Dodge Dart; the anxiety of a blank page and a looming deadline, the initial moment of inspiration, the insane work ethic of a small team, their stubborn resolve to not cut corners, enlisting the marketing team and a celebrity endorser, and ultimately unveiling a small car that will change the way others are made, forever.

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