Audi Spain: The doll that chose to drive

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Campaign details

Brand: Audi SpainBrand owner: Volkswagen Group España Distribución, S.A.Lead agency: Proximity BarcelonaCountry: SpainIndustries: Automakers & marquesMedia channels: Cinema, Online video, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

People are always told that dolls are for girls and cars for boys. This discrimination influences the relationship women end up establishing with driving, and it helps to perpetuate gender stereotypes about women and driving.

In Spain, there are 42% more male drivers than female ones – evidence of the inequality that still exists between the...

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