In its fight for gender equality, DDB has created the action #TheDriverIsHer in which Audi and LEGO pay tribute to Michèle Mouton, the first and only woman to win a World Rally Championship event, to inspire a whole new generation of women drivers.
The action consists of a limited-edition LEGO miniature of Mouton, an ex-Audi driver who earned the nickname "The Queen of Speed" for her achievements in the world rally championship. The goal is twofold: to complete the LEGO set of the Audi quattro S1 with which Mouton became a legend in the 1980s; and to assert the role of women in the motoring world. Although the Audi quattro S1 with the revolutionary four-wheel drive system had several drivers who achieved legendary status, none marked such a turning point in the world of rallying as Michèle Mouton. The French driver became the first and, to date, only woman to win a race in the World Rally Championship, with her victory in the San Remo Rally in 1981.
To pay tribute to Michèle Mouton and all women drivers, Audi and LEGO have decided that all those who have purchased the LEGO set of the legendary Audi quattro S1 will be able to obtain the Mouton miniature for free. To do this, you just have to upload a photo of the Audi quattro S1 Lego to social networks, using the hashtag #TheDriverIsHer. In this way, one of the most legendary cars of the four-ring and motorsport brand can once again be driven by the most legendary driver in the history of the World Rally Championship.
This professional campaign titled 'The driver is her' was published in Spain in March, 2020. It was created for the brands: Audi and Lego, by ad agency: DDB. This Integrated medium campaign is related to the Automotive and Toys industries and contains 4 media assets. It was submitted about 3 years ago.
Advertising Agency: DDB Spain
General Creative Director: Jose María Roca de Viñals
Executive Creative Director: Jaume Badia
Art Director: Àlex Marull, Silvia Cutillas
Copy: Francisco Cásserly
Business Director: Francesca González
Account Director: Miriam González
Account executives: Roser Vila, Marta Talló
Agency Producer: Ana Ortiz
Strategic Planning: Cristiana Zito, Ricard Maudsley
Production: Marc Valdés, Toni Dominguez