Cannes Lions
DDB CANADA/TORONTO, Toronto / SUBARU / 2011
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In order to demonstrate that the 2011 Subaru WRX STI is the peak of pure performance to hardcore automotive enthusiasts, we had to first get past a giant hurdle creatively - the extremely strict Canadian Advertising Standards. We could not show the speeding, drifts and jumps, our target had come to expect and love online.So, we used the car to power an adrenaline-inducing animation, all in a way that had never been done before. We had nearly 800 individual animation frames hand drawn and placed alongside a one-kilometre, laser level, racetrack. Like a flipbook, the camera mounted vehicle precisely powered past the frames to create one seamless animation depicting the animated WRX STI doing what we could never (legally) show. No CG. No post. It's pure performance, entirely powered by the Subaru WRX STI.
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