Audi Spain has used the Christmas 2016 season to launch “Change The Game”, a campaign focused on removing gender discrimination from driving and toys. The centrepiece of this initiative is a short, animated 3D film called “La muñeca que eligió conducir” (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. Audi has produced a limited edition toy of the car and the doll. These two toys, usually kept apart by gender stereotypes, have been brought together this Christmas to show that play, like driving, is a gender free area.
According to Ignacio Gonzalez, Director of Communication and RREE at Audi Spain, the initiative “is the brand’s way of helping to promote a more egalitarian social model this Christmas, starting with boys and girls, tomorrow’s drivers”.
This is a time when shopping centres reinforce the divide between boys’ and girls’ toys, segregating their floor space into pink and blue aisles. Dolls, toy cookers and ponies stay on one side and cars, action figures and construction sets on the other. As well as reinforcing gender stereotypes, differentiation in this way affects the freedom of boys and girls to develop certain skills, and channels their interests and vocations. The advertising industry has been contributing to the divide for years, through the codes they use to advertise toys.
When devising the campaign, the Audi Espana took advice from José Luís Linaza Iglesias, a professor of Evolutionary Psychology and Education. On the website that accompanies the initiative, he explains the importance of removing gender stereotypes from toys. The site also contains information about the skills that boys and girls develop by playing with dolls and cars. As well as these valuable insights, the website, cambiemoseljuego.com, contains bonus content from the short film, with more details about the secondary toys appearing in the piece and outtakes. The social campaign is being promoted with the hashtag #CambiemosElJuego (Let’s change the game).
Audi Doll that chose to drive Credits
The Audi Doll that chose to drive campaign was developed at Proximity Barcelona by chief creative officer Eva Santos, creative director Carlos Alcon, art directors Rodrigo Chaparreiro, Ivan Aguado, David Casado, copywriters Neus Gimenez, Laura Cuni, Edu Escudero, strategic planner Patricia Urgoiti, client services director Amanda Muniz, account supervisors Carla Franco, Laia Garcia, and account director Patricia Maret.
Animation was produced at Post23 by director (compositing and grading) Jordi García, art director Bor Arroyo, animation director Héctor Muñoz, producers Vicky Marcó, Angee Marcazzan, digital producer Lluis Garcia, production manager Mercè Fernández and Diana Asenjo, character modeller Miguel Miranda, animators Pablo Iglesias, Natalia Vega, rigger Joan Martínez, cloth simulator Jordi Garcia, concept artist Luís Gaspardo, 3D artists Xavier Santed, René Acuña, Dani Escalé, Frankie De Leonardis, grooming team Francesco Di Luisi, Sofia Oliveira, hair simulator Kristina Maevskaya, pipeline artist Salvador Olmos, shading, lighting and rendering artist Bor Arroyo, editor Jordi Castells, communication director Laura Carrillo.
Medi was handled at Mediacom.