Following the inaugural ‘Yes, I DiDi‘ campaign, DiDi has launched its next instalment in time for summer – a single-shot celebration of Aussie summer, brought to life via Sunday Gravy.
Sunday Gravy will roll out the integrated campaign across TV, digital, social, POS and PR.
The new spot takes a simple approach. Shot as one continuous frame, it’s packed with the sights, sounds, and spirit of the season. The beaches, the mates, the ice creams, the beers, the flies, and the tunes.
“Summer is when we all switch-off – it’s the most joy-filled, spontaneous time of year where we can just say ‘yes’ to everything. We wanted to bottle that feeling of an Aussie summer – no big voiceovers, no glossy filters. Just an authentic shot that captures all the glorious excess of summer, with affordable rideshare making it possible – all set to a summer anthem” DiDi ANZ’s CMO Tim Farmer said.
“The concept was all about simplicity and storytelling. We wanted to make the most low-fuss ad of the high-fuss season. One frame, yet fascinating and engrossing in its own way. The result is a strange but unmistakably DiDi take on advertising in the silly season: raw, real, and a little bit messy,” Sunday Gravy’s founder and CCO Ant White said.
Credits:
Agency: Sunday Gravy
Client: DiDi
Production: OOFT Studios
Music composition: Electric Sheep
