Brief:We were tasked with launching not just a new vehicle, but a new type of vehicle. Our target was young, urban-dwelling males. The type of guys who spend more time online than off. They’re savvy and they’re hyper-connected. Between work, sleep and gaming, they don’t have time for ads. And, more importantly, they know how to avoid them if they want to. Solution:We created an entirely digital campaign catered to our target. The crux of the campaign was a series of three online films, each of which told a story about Juke and highlighted a specific product feature. In these films, Juke's heroic actions allowed it to transcend the label of “small car for the city” and become an “Urban Legend”. This particular film, for example, sees Juke battle a 500-tonne steel monster known only as "The Dread".