Positioning the new Holden Equinox as the car for women who are unapologetic about how they choose to live their lives, the car company’s latest campaign celebrates real women who have inner-confidence and aren’t afraid to show it. 

Created by The Monkeys, the ‘Nothing To Prove? Prove It’ campaign lives up to the Holden brand promise ‘Let’s Go There’ by showcasing self-assured Australians who refuse to accept society’s unrealistic expectations of them, and who make a choice to live – and parent – in whatever way works best for them. 

The campaign shows they don’t need an expensive base model car with a flashy badge and no substance – instead they’ve got a Holden Equinox SUV.

Check out the TVCs below:

Directed by Otto Empire’s Chris Balmond, the campaign launches this week across broadcast, print, digital, out of home, and on Holden-owned social channels. 

Holden’s general manager of marketing communications and digital, Natalie Davey, said: “Celebrating the thousands of women who have nothing to prove by driving the new Equinox, we are creating more than a campaign; we are establishing a safe space for women to discuss, relate to and share the moments where they can be themselves.” 

The Monkeys co-founder and group chief creative officer Justin Drape said: “It’s fun to create a campaign with a point of view and champion women who know what they want and aren’t afraid to go after it. Equinox speaks to that mindset perfectly.” 

CREDITS 

Client: Holden

General manager of marketing communications and digital: Natalie Davey

Senior manager of brand communications: Brooke Jamison

Brand manager: Bridget McMillan

Brand executive: Lucy Matthews

Creative: The Monkeys

Co-founder and group chief creative officer: Justin Drape

Creative director: Ben Sampson

Co-founder and group CEO: Mark Green

Managing director: Matt Michael

Art director: V.Wassim Kanaan

Copywriter: Steve May

Group content director: Sam McConnell

Content director: Veronique Proulx

Content executive: Tasha Strachan

Digital planner: Tim Smith

Innovations director: Jay Morgan

Senior producer: Penny Brown

Production: OTTO Empire

Director: Chris Balmond

Executive producer: Jo de Fina

Producer: Cathy Rechichi

Director of production: Daniel Ardilley

Post-production: The Editors

Editors: Ryan Boucher and Jesscia Mustascio

Producer: Tivoli Conway

Executive producer: Nicoletta Rousianos

Colourist: Andy Clarkson

VFX artist: Hugh Seville