DiDi has teamed up with independent creative and PR agency Sunday Gravy to unveil its new campaign aligned with the release of Gladiator II.
In its first work for DiDi, Sunday Gravy created a fast turnaround job to link DiDi with the release of the Gladiator II movie.
The throwaway comment of: “It would be pretty dumb to turn a Camry into a chariot” during a brainstorm inspired the team who bought a Camry online and turned into a chariot.
The campaign film, 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.
DiDi Australia’s head of brand marketing, Tim Farmer, said: “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.”
Sunday Gravy is approaching the challenge, which is often a revenue question, as an opportunity with many agencies trying to find the balance between using an in-house production model or one of the leading production companies.
“Instead of two different departments, we seek to hire creatives that are genuinely passionate about creating things in the world, from design to directing,” Ant White, co-founder Sunday Gravy, said.
“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.
Sam Whatley, director and senior creative, Sunday Gravy, said: “This is the start of something weird and wonderful happening between Sunday Gravy and DiDi.”
See also: DiDi taps Disney’s Tim Farmer for head of brand marketing ANZ role