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By The Drum, Editorial

June 6, 2024 | 2 min read

Winning Automotive Gold in The Drum Awards for Marketing Americas is Carmichael Lynch and Subaru of America. Here is the award-winning case study.

Objective

Subaru drivers have historically been drawn to the beauty of national parks. However, as part of our commitment to telling diverse and inclusive stories, we discovered that not everyone feels welcome in these incredible places. Everyone experiences and enjoys the national parks from different perspectives.

As the National Park Foundation’s largest corporate donor, Subaru created an emotional commercial demonstrating that regardless of race, gender, or physical challenges, everyone can share this amazing experience.

Insight and strategy

We used the launch of the new Subaru Forester to tell this story. The commercial begins with a young Black father driving the new, highly capable Forester Wilderness through the rugged landscape near Yosemite National Park. The sound is eerily quiet and muffled, and we soon realize that we are experiencing this adventure through the eyes and ears of his deaf son in the back seat as he experiences his first trip into nature.

Eventually, they reach the base of a massive, thundering waterfall where father and son share a unique sensory moment as they feel the earth-moving vibrations together. The voiceover informs us that Subaru is proud to be the National Park Foundation’s largest corporate donor, helping to provide access for all.

Execution

In addition to the commercial, Subaru worked closely with the national parks to launch the Outdoor Exploration initiative. The goal of this initiative is to eliminate barriers, promote access, and cultivate connections to the social, mental, and physical health benefits of the outdoors for everyone.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

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