Audi Spain: The doll that chose to drive

An animated short by Audi, the German car manufacturer, promoted its egalitarian views and started a conversation about the role of women in the automotive world in Spain.

Agency: Proximity Barcelona

Product Description

Traditionally, the automobile industry has been a man's world. In the collective imagination, men are the drivers, and women are simply passengers along for the ride. The Audi brand promotes and implements a socially egalitarian model, but this had never been explicitly communicated. This campaign was intended to ignite a conversation about the role of women in the automotive world and overturn the stereotypes.

Objective of the Campaign

Audi has always promoted equality between the sexes when it comes to driving. In fact, Mich?le Mouton, considered the most important female driver in history, competed...

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