Cannes Lions

SAAB 9-3 CONVERTIBLE

DRAFT, London / SAAB / 2005

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Overview

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Credits

Overview

Description

When Mother Nature has one of her violent mood swings, only the Saab 9-3 Convertible can really handle it. The imagery is inspired by nature. The copy captures that special feeling of convertible driving, whilst weaving in product features. Even the stock is recycled. Everything about the piece has an organic feel about it. In short, it’s a breath of fresh air on the whole convertible experience.

Outcome

‘Mother Nature’ generated sales of almost £4 million. The pack, and others like it, helped Saab reach its year-end sales target in 2004 – selling 25% more cars than in 2003.

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