Partners for life
Subaru
Partners for life
Client: Subaru
My role: Creative lead. Developed and presented the winning pitch concept, oversaw casting, location, and all creative decisions through to delivery.
The brief: Create a television campaign for Subaru that would cut through in a competitive automotive category and drive inquiries and orders for the Legacy and Forester models.
What we made: A TV campaign that was genuinely ahead of its time. Partners for Life was built around Subaru's first ever use of Sky AdSmart targeting technology, which allowed us to reach specific households based on detailed media audience profiling. Crucially, we didn't just use that data to target the ad, we fed it directly into the creative itself. Audience insight informed every decision: casting, location choice, narrative and storyline, and even the genre and key in which the music was composed. The result was a TV ad that felt personal to the people watching it, tailored from the inside out rather than broadcast and hoped for. In 2014, this kind of data informed creative thinking was years ahead of where the industry was.
Results: Measurable increase in inquiries and orders across both the Subaru Legacy and Forester following the campaign.