Art Director
| Title | Kör som en kvinna (Drive like a woman) |
| Campaign | Kör som en kvinna (Drive like a woman) |
| Advertiser | Hankook Tire Sweden AB |
| Brand | Tires |
| Posted | November 2017 |
| Story | We all know the stereotype of a woman driver — but Hankook’s latest ad turns it on its head. As it turns out, the facts tell a different story. In Sweden, male drivers account for 80% of speeding tickets, three-quarters of drunk drivers and are involved in 77% of all fatal car accidents. So how does a country that had 263 road-related fatalities last year lower its accident rate? The National Society for Road Safety simply asked that everyone #DriveLikeAWoman. |
| Problem | Our aim was to kill a very old stereotype; women drive worse than men. Whilst you and me know this not to be true, it’s a stereotype that’s refuse to go away. Our campaign set out to change this, and by burying this stereotype once and for all, we manage to excite a lot of Swedes along the way. While doing this, we put an up-until-now unknown tire company on the map. Hankook went from working with 12 retailers to 700 in the whole of Sweden. |
| Media Type | Web Film |
| Creative Director | Sasan Faghihi |
| Copywriter | Björn Wigenius |
| Art Director | Marcel Granfelt Saavedra |
| Production Company | Crisp Film |
| Director | Sergej Israel |
| Production Company Producer | Konrad Patcos |
| Graphic Designer | Fredrika Stern |
| Digital Director | Hugo Nissar |