OPEL ASTRA ‘SPEAKS FOR ITSELF’
Integrated campaign
The new Opel Astra's got what it takes to rival the best in its class. The car is so good that it practically sells itself. And, it's the perfect answer to any remnants of brand prejudice towards Opel. So, we allowed the Astra to do all the talking. No fancy words, no supermodels and no Hans Zimmer soundtrack. Just the car in all its glory and bold confidence because the new Opel Astra speaks for itself. The campaign rolled out in more than 50 different countries and included cinema, tv, social, print, OOH, as well as digital. It has been held up as the Stellantis group’s most successful launch ever.
In keeping with the campaign’s big idea, the soundtrack for the film was made using only "the voice" of the car – the actual AVAS engine sound. Being a plug-in hybrid engine, this sound is really distinctive. The sound design was carefully crafted to enhance the very sensitive camera animation. We worked with the very talented Wenke Kleine-Benne from Mermaid Sound, based in Berlin to create something truly unique-sounding.
We developed a series of rich media: one featuring site scrolling, where the banner smoothly navigates through all the content of the page, showcasing the spot.
Additionally, we created an interactive banner that gave people complete control over how they explored the new Astra. By simply gliding the cursor left or right, they could see the interior or exterior views.
German commercial: https://www.youtube.com/watch?v=hY_KE4oJXRA
Sound Design case film in German can be found here: https://vimeo.com/926197952?share=copy
Awards:
Art Directors Club for Germany 2023 - Merit - Audio - Audio Design for Film
HorizonT.net Kreation des Monats (Ad of the Month) May 2022
Credits:
Client - Stellantis
Agency - McCann Frankfurt
CCO - Götz Ulmer
ECD - Donovan Bryan
CD - Marion Bryan / Neil Meyer / Björn Seib
Art Director - Marion Bryan / Guto Kono
Copywriter - Schakir Islamow / Neil Meyer
Motion Graphics - Jordon Marais
Account Management - Harris Kantas / Caline Baroud
Production company - Sehsucht Hamburg
Director - Antoni Nykowski
Producer - Frauke Fudickar
Sound Design - Wenke Kleine-Benne (Mermaid Sound)
Key visual imagery - Sehsucht Hamburg and Mainworks
Digital Agency - MRM
Creative Director: Lucía Comba
Account Supervisor: Yoyes Peruyero
Account Manager: Miriam Espiago
Art Directors: Andrea Serrano Villaverde & German Mellado
Copywriters: Lucia Comba & Ines Garcia
#SymphonicSoundDesign #AudioLogo #CG #automotive