“The doll that chose to drive” is a 3-D animated short about a doll’s adventures at the toy section of a mall. The film begins with the classic separation of toys “for boys” on blue shelves, and toys “for girls” on pink shelves. Abandoning the pink shelf, the doll crosses the abyss to the blue side—where the toys “for boys” are located—and climbs into a toy R8, Audi’s sportiest car.

The 3-D animation technique was chosen for its ability to appeal to both adults and children. At the production level we used a two-pronged approach: in the case of the toys we opted for realistic textures, although the joints of the toys and their movements did not resemble those of a human character. To animate the humans, as well as key frames, we used motion capture and facial recognition techniques, keeping facial features within normal proportions.

This is a content multiplatform campaign created to raise awareness about a gender stereotyping. The centerpiece of the campaign is a 3-D animated short intended for widespread sharing on digital social platforms.

The short film was launched on social media (Facebook, Twitter, Instagram and Youtube) on December 19th and it went viral in a matter of hours. We unified the conversation with #Cambiemoseljuego (#LetsChangeTheGame). The campaign quickly funneled the audience to the website, which contained educational information and additional entertainment content. To make the message tangible, Audi produced a 500-piece limited edition toy that people could request on the project’s website, a toy intended to spark conversations by breaking all of the category’s gender stereotypes.

We concluded the campaign on January 6 (Three Kings’ Day), delivering the toy to children and filming their reactions.

The short has received more than 25 million views, 90% of which are organic. It has been shared more than 230,000 times, generated more than 550,000 interactions and has a 32% engagement rate.

Audi Spain’s campaign was used by the brand to celebrate the holidays in more than 30 countries, transmitting a message of female empowerment to nations such as Morocco and Pakistan, where women still lack rights.

Audi’s presence in women’s media skyrocketed. The short received coverage all over the globe, appearing in 337 media outlets, achieving +300 million impacts, and generating earned media of +1.2 million euros.

Spain’s Ministry of Equality congratulated Audi in writing on the campaign and the values it communicated.

Audi has seen its female prospects grow by 98% compared with the same period in 2016, and sales to women have increased by 5%—a figure that is still active due to changeover times.