As part of the highly anticipated release of blockbuster sequel Gladiator II, DiDi created the highly anticipated Camry Chariot, no one asked for.
In its first work for DiDi, Sunday Gravy needed to create a fast turnaround job to link DiDi with the release of the Gladiator II movie. After a quick brainstorm and silly comment, “It would be pretty dumb to turn a Camry into a chariot” the team were off, finding a Camry online to buy and turn into a chariot.
The campaign film, which was conceived and produced in-house by Sunday Gravy, is a stepping stone in tone towards DiDi’s new brand platform that will be released early next year.
“To celebrate the release of Gladiator II, we wanted to blend our two worlds in a manner that would be creative and light-hearted. So what better way to kick off our work with Sunday Gravy than to saw a typical rideshare car in half and turn it into a chariot. The campaign is both memorable and stands out – particularly on the big screen – and is just the start of us doing things differently here in this market,” said DiDi Australia’s head of brand marketing, Tim Farmer.
With many agencies trying to find the balance between using an in-house production model or one of the leading production companies, Sunday Gravy is approaching this challenge, which is often a revenue question, as an opportunity.
“Instead of two different departments, we seek to hire creatives that are genuinely passionate about creating things in the world, from design to directing. If we can make things ourselves, that’s great because our creatives get a chance to fulfill their potential. From concepting the idea to directing the film, it was great for Sam Whatley to see his vision through,” said Ant White, co-founder Sunday Gravy.
“This is the start of something weird and wonderful happening between Sunday Gravy and DiDi,” said Sam Whatley, director/snr creative at Sunday Gravy.
