The Drum Awards for Marketing - Extended Deadline

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Client: Bosch
Date: Dec 2017
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Bosch Automotive Aftermarket North America launched a campaign for its Icon beam windshield wiper blade, a heavy-up effort just in time for winter weather. The launch will lead straight into the new year, when consumer windshield wiper blade purchases are on the rise. Bosch Automotive Aftermarket North America partnered with agency Bailey Lauerman to bring the idea to life.

The sensory campaign nods to the chaos and stress that occur when driving in extreme weather, paired with the sense of calm and confidence once certainty is restored. It’s a first for the category, which is mostly focused on promoting product features.

The campaign looked to create an emotional response: anxiety punctuated by the sense of relief provided by the engineering and technology of Bosch ICON beam windshield wiper blades. The agency worked with director Lino Russell. Bailey Lauerman has been the agency of record for Bosch ICON beam windshield wiper blades since June of 2017.

Credits

Agency: Bailey Lauerman

Carter Weitz, Chief Creative Officer

Michael Johnson, Creative Director

Brandon Oltman, Art Director

Jessica Jarosh, Group Account Director

Maggie Simpson, Project Management Supervisor

Sally Mars, Executive Producer

Stephanie Roy, Account Planner

Megan Storm, Media Strategist/Buyer

Production Company: Accomplice Media

Lino Russell, Director

Stefan Von Borbely, DP

Jeff Snyder, Executive Producer

Stjepan Klein, Line Producer

Milos Djukelic, Service Producer

Edit: UPP

Alexander Jurkat, Editor

Magdalena Halamova, Post Producer

Mario Dubec, VFX Supervisor

Ondrej Stibingr, Colorist

Jeff Dittenber, Sound Design - Yessian

Jan Sleska, Sound Mixer - Studio Beep

Pine Box Studios, Original Music

Client: Bosch Automotive Aftermarket North America

Thomas Winter, VP Automotive Marketing

Jean-Philippe Persico, Head Marketing Communications, Strategy and Innovation

Scott Sullivan, Marketing Communication Specialist

Martin Kashnowski, Director, Product Management

Thu Teesdale, Manager, Product Marketing

Monica Christensen, Senior Brand Strategist