2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

We identified an intrinsic need to launch the category and identify with their target. Our campaign, the first to launch the rental category into the scene, presented a series of 4 scenarios that conclude with the reveal “Thank God it’s not my car.” The ad portrays a string of unfortunate events, which under normal circumstances would be quite catastrophic: from a wife who catches her husband with his mistress in a car, then proceeds to unleash her rage destroying it, to a man flat out falling on a car crushing the ceiling, to a couple losing control of their car on a ramp. All situations that would certainly cause a discernible amount of stress, unless you’re renting with Sixt and the vehicle isn’t yours to worry about. Through unparalleled availability and insurance, Sixt delivers convenient services for a hassle-free driving experience in a chaos filled world.

Cultural / Context information for the jury

Main challenge was lack of existing car rental culture with heavy dependance on public and personal forms of transportation. There is an existing consumer distrust and aversion toward rental providers due to multiple misconceptions and generalizations. Primarily this aversion stems from the perception of rentals being extremely pricey and thus unaffordable making them an unviable alternative form of transportation. Needless to say the category in itself needed an uplift before introducing the brand. Cairo is notoriously one of the most congested cities in the world, and it's ever-increasing. Couple the traffic, the rising levels of stress and the general economic and political state of unrest and you've got a frustrated and anxiety filled consumer looking for something to help them along the rat race. And that's the role we sought to fulfill.

Tell the jury about the casting process.

The campaign was primarily based on the genuine and credible delivery of the actors, especially that the idea is all about deceiving the viewers and making them think that the ruined car is owned by the hero and then realize that it’s not even his car, hence that “I don’t care’’ look was a must. On the other hand, we had to have all the surrounding cast in each copy look as real and believable as possible to give that real slice of life situations.