This presentation was created for the DDB Sparks Programme application. The task given was to "pick one recent campaign that you deem to be transformative, and to tell what was the challenge, the consumer insight, the big idea, why the campaign worked, and also identify areas for improvement.

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I dissected the brief given by DDB, with a focus on what makes a campaign "transformative". My conclusion was that for a campaign to be transformative, it should utilise technology to provide a solution that creates positive impact not only to the individual consumer but on a larger scale.

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As a result, I chose Audi Sweden's "Safety Code" by the agency, Åkestam Holst. This campaign not only took a novel approach to prevent a habituated behaviour, but also positioned Audi as a socially responsible brand that cares about the safety of its consumers, which is the core principles of automotive companies.