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.”
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
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