The doll that chose to drive

The doll that chose to drive

Doll that chose to drive

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.

Brand: Audi

Agency: Proximity Barcelona

Role: Art direction, Graphic design, Concept.




Executive Creative Director: Eva Santos
Creative Director: Carles Alcón & Ferran Lafuente
Art Directors: Iván Aguado, Rodrigo Chaparreiro, Sergio Lahoz & David Casado
Copywriters: Edu Escudero, Neus Giménez & Laura Cuni
Account Directors: Amanda Muñiz & Patricia Miret
Account Executive: Laia Garcia & Carla Franco
Strategy: Paticia Urgoiti