Twinkle, twinkle, little car.
Subaru Canada channels the magical feeling of a night drive beneath celestial lights in a new campaign from Red Urban. Developed with the Royal Astronomical Society of Canada, #SubaruDarkSky invites Canadians to venture far from the haze of cities and suburbs to study the heavens.
In the launch video below, a typical family does just that, piling into their Subaru Outback for some stargazing:
The automaker's logo, a stylized representation of the Pleiades Cluster (isn't it obvious?), helped inspire the campaign, says Red Urban creative director Christina Yu, who adds that the approach fits the brand "because Subaru is about getting out and enjoying nature."
Rolling out over the next few months, #SubaruDarkSky includes print ads, digital elements and a closed-captioning sponsorship on TV. The campaign website also features lots of astronomical information, and tips for getting the best views of constellations and other objects of interest.
Sure, it's a stretch—but why shouldn't Subaru aim high? After all, Cadillac and Volkswagen really shined when they reached for the stars.
CREDITS
Client: Subaru Canada
Creative Agency: Red Urban
President: Steve Carli
Executive Creative Director: Christina Yu
Senior Creative: Patrick Shing
Senior Creative: Pete Gardiner
Producer: Anna Tricinci
Strategist: Mario Ramirez Reyes
Group Account Director: Trevor Byrne
Senior Account Executive: Tim Simpson
Production Company: Untitled Films
Director: John Mastromonaco
Line Producer: Tom Evelyn
Executive Producer: Lexy Kavluk
Director of Photography: John Houtman
Editorial Company: Panic + Bob Editing
Editor: David Baxter
Assistant Editor: Alec McKay
Executive Producer: Carolyn Atyeo
Transfer: Alter Ego
Colourist: Eric Whipp
Colour Assistant: Patrick Samaniego
Online: Alter Ego
Flame Artist: David Whiteson
Assistant Flame Artists: Andrew Thiessen/Alexa Salsberg
Post Producer: Hilda Pereira
Original Music + Sound Design: Grayson Matthews