Marlies Auchet	Kathrin Hahnekamp	Kerstin Holzer	Pia Pemmer

The Ad hoc team based its campaign on a parallel between building a strong couple relationship and purchasing a car. The starting point is that being a couple is a tough job as it implies living up to his/her partner’s expectations and the campaign encourages young people to be just as demanding with their car.

Ad hoc’s campaign is structured around 3 TV spots that showcase 3 young people in their mid-twenties. They each describe their first love story and what went wrong.

Elena Marin	Andrea Mateescu	Adrian Mutescu	Raluca Nicolae

The Spot Light team found its inspiration in the animal world. The survival of animal species is based on their capacity to adapt to the environment and this fact of life was transposed to cars. In other words, because only the fittest survive, cars are to Follow the Innovative Technologies and become FIT.

The ‘Follow the Innovative Technologies’ uses 4 animals throughout the campaign to illustrate its point:

• The elephant flaps his ears to cool down its body = efficient cooling & heating
• The camel can resist 10 days without drink water = engine efficiency
• Lions can use the moon light to see at night = led lights
• Some crabs use empty shells for a home = recycling

Frederic Groß	Jana Kersten	Céline Marina Schmidt	Juliane Weis

The German team chose to develop an ironical, shocking & trashy campaign to catch youngsters’ attention. The key message is: acting irresponsibly by driving big polluting cars is highly uncool. Their creative material illustrates how ridiculous people who show off with big cars look.

The Happy Driving campaign also demonstrates that acting responsibly is hype and sexy. One of their ideas - that seduced the whole jury - was to set up a car wash event during which charming young girls in light clothing would take care of environmentally-friendly cars.