The Doll that Chose to Drive
Audi Spain and Proximity Barcelona present "The Doll that Chose to Drive" – a short, animated film that challenges gender stereotypes. This formed part of a customer contact or content program managed by Proximity on behalf of Audi.
A social campaign was launched by Audi Spain and Proximity Barcelona for the 2017 Christmas season. Its aim was to remove gender discrimination from driving and toys and to simulate a debate about this topic. Christmas was the ideal time to start this conversation as shopping centers reinforce the divide between boys' and girls' toys, segregating their floor space into pink and blue aisles. This film not only provided Audi customers with an engaging piece of content, but also positioned Audi leading this important debate.
The centerpiece of this initiative was a short, animated 3D film called "The Doll that Chose to Drive," starring a brave doll who decides to cross the chasm to reach to the toy cars, and break with convention by driving an R8 for the first time. The story is also a metaphor for the gender stereotyping that still exists in the driving world, which starts in childhood with the mistaken belief that toy cars are only for boys.
The film was a sensation in Spain, generating 17 million views, 200,000 shares and 293 million impacts. It put Audi at the center of the gender debate and became the most exported Audi campaign ever designed and produced in Spain.