Cannes Lions

SUBARU OUTBACK

FUTATSU INDUSTRIES, Oslo / SUBARU / 2008

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Strategy: Norway is a country with a wild and mighty nature. The Subaru Outback is perfectly equipped to handle the challenges that Norwegian nature has to throw at it, no matter what. Fairytales are very closely tied to nature and its dangers. Most of them touch on what can happen to you if you don’t show the proper care and respect.

While one of the fairytales we have chosen is not Norwegian, they all give us the opportunity to tell people how things could be different if the main characters just had a Subaru Outback at their disposal.All of these fairytales are extremely well known to all Norwegians, as we have all heard them over and over again throughout our childhoods. Thus, we all know how the stories go, and it comes as a big surprise when the familiar stories come to such abrupt ends.

To understand the stories better, we need to explain the original story: Three little pigs. This story is not Norwegian, but is equally well known to Norwegians, and could easily beconfused for other Norwegian fairytales. The story should be familiar for most people, but in the original, the wolf huffs, and puffs, and blows down two flimsy houses, before it meets an insurmountable challenge in the final house.

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