Who drives better? Girls or boys?
PEUGEOT & OPEn (PEUGEOT’s creative agency) noticed something. Despite being statistically proven to be safer drivers, surveys indicated that women still feel less confident behind the wheel than men.
Furthermore, a study published by the French National Institute for Travel and Safety Research showed that the gender stereotypes children are exposed to from an early age have a significant impact on driving confidence in later life.
PEUGEOT saw an opportunity for positive change. An opportunity to inspire a new generation of more confident female drivers.
And that led to the genesis of GIRLS LIKE CARS TOO.
A campaign for Germany and France that didn’t just question the convention of gifting girls dolls and boys cars. It gave girls the chance to swap their unwanted gifts for Peugeot toy cars.
The campaign consisted of a 30” film that showed girls at Christmas reimagining the stereotypically ‘girly’ toys they received as the toy cars they really wanted all along. This film, used on Digital and Social Media, redirected to an online platform enabling the toy swaps to take place.
All people had to do was head to the website for a code and order their free pack. They could also donate a toy to charity in exchange.
GIRLS LIKE CARS TOO launched on the 26th December and made an instant impact.
The first days of the campaign saw over 1.2 million people register for the gift swap.
The first days of the campaign saw over 1.2 million people register for the gift swap, while a wide range of coverage featured in industry press across the Continent. The Toy Car Packs were all claimed within 24 hours, while a raft of positive sentiment for the campaign appeared online amongst the public.
All proof that driving has no gender and girls really do like cars, too.
This professional campaign titled 'Girls like cars too' was published in France in January, 2023. It was created for the brand: Peugeot, by ad agency: Open. This Integrated medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 2 months ago.
Creative director / Rémi Jamin
Copywriter / James Watkins
Art director / Thomas Grandperret
Designer / Yena Kung
Motion designer / Hugo Sévin &
Chief strategic officer / Loïc
Strategic planning director /
Audience planning director /
Social media director / Arnaud
Social media manager / Thomas
Agency lead / Stéphane Boutier
Business director / Judith Romero
Account director / Lena Lieuvin
Account executive / Lisa Perrot
Production / Patricia Lucas
Production / David Jouin & Dorian
Director / Guillaume Juin
1st assistant / Thomas Ghilardotti
Sound designer / David Amsalem
Editor / Guillaume Juin &
Global marketing director / Phil
Global brand content director /
Head of social media / Leonie
Social media manager / Guillaume
Vialard & Mathilde Nesonson