Clean is a matter of drive
Communication Strategy
Creative Strategy
Creative Concept
Social Media
Content Creation
Performance
Anna Benda
Creative Director
Raphael Berthold
Art Director
Michaela Pleiner
Account Manager
Lena Keck
Visual Designer
Matthias Schöllhorn
Visual Designer
Rosa Zappella
Creative Concepter & Copywriter
Tanja Keglic
Performance Marketing Manager
With the Uncharted, Subaru Austria is taking a new, electric path. Instead of placing the Uncharted in a polished EV world, we staged it exactly where Subaru feels most authentic: out there.
How can electromobility become not just new terrain for Subaru — but credible terrain?
With the Uncharted, Subaru Austria is not simply launching a new model. The vehicle represents a strategic turning point for the brand: Subaru is gaining momentum in electromobility. This shift had to be told in a way that felt credible to both new and existing target audiences.
We did not explain that Subaru can now do electric. We showed that electric can also be Subaru.
The focus was not only on the model launch, but on how Subaru could credibly claim the shift toward electromobility for itself. Our idea: when Subaru goes electric, electromobility is allowed to look like mud, all-wheel drive and adventure.The guiding thought: Subaru remains Subaru. Even electric.
We staged the Uncharted exactly the way a Subaru should be: dirty, robust and at home outdoors.
Our campaign was a deliberate contrast to the clean, polished world of EV communication. Because with a real Subaru, the only thing that truly needs to be clean is the drive.Dirt and mud became symbols of character and credibility. The idea was brought to life across OOH, radio, CTV, display, social media and website, as well as through a brand activation with an ambient installation and sweepstakes mechanic.
