2014 Winners & Shortlists

Brief Explanation

When the Tiida was launched in 2005, it made a strong connection with youth through cool imagery and lingo. But when it came to launching the Tiida in 2013, youth behaviour had changed from passive to active. They were now updating and sharing almost every moment. We had to give them a platform which would make them part of our communication. And it all began with letting the two ‘I’s of Tiida become an expression of their great moments in life. THAT’S TIIDA.

Creative Execution

Throughout the film, our car interacts with a 3D computer generated “TIIDA” word sculpture, with different elements standing in place for the “II”. The elements have a stylized realistic look. The elements not only have personality but interact with the actors. In a limbo environment, the effects created a fun, funky world that celebrates the lifestyle of our audience and the features of the Tiida. Our challenge was to merge both worlds; the ‘CGI’ limbo world of fun elements and the real-life energy of the Tiida as it playfully swerves around.