CINDERELLA

Bronze eurobest Award
ClientVAUXHALL
Category A03. Durable Consumer Goods including Automotive
TitleCINDERELLA
Product/ServiceOPEL ASTRA
Entrant MRM//McCANN MADRID, SPAIN
Idea Creation MRM//McCANN MADRID, SPAIN
Idea Creation 2 MCCANN MILTON KEYNES, UNITED KINGDOM
Production VETOR ZERO / LOBO São Paulo, BRAZIL
Production 2 MACH STUDIO Madrid, SPAIN
Production 3 COFFEE AND TV London, UNITED KINGDOM
Production 4 GLOBAL RADIO London, UNITED KINGDOM
Credits
Name Company Position
ADRIAN BOTAN McCann Worldwide Creative President
MIGUEL BEMFICA MRM//McCann Madrid Chief Creative Officer
VINCE MCSWEENEY McCann Milton Keynes Chief Creative Officer
EDUARDO BATTISTON MRM//McCann Madrid Executive Creative Director
RAFAEL MERINO MRM//McCann Madrid Head of art
NICK COOPER McCann Milton Keynes Executive Creative Director
CHRIS ROBERTSON McCann Birmingham Executive Creative Director
ALBERTO ESPEJA MRM//McCann Madrid Senior Copywrtiter
JOE IVORY McCann Birmingham Senior Copywriter
JAMIE BUCKINGHAM McCann Brimingham Senior Art Director
PABLO CAMARERO MRM//McCann Madrid Art Director
GABRIEL NOBREGA Vetor Zero / LOBO Director
LEE PEFFER Vetor Zero / LOBO Animation Director
FELIPE JORNADA Vetor Zero / LOBO Art Director
LUCAS ANDRES BARRETO Vetor Zero / LOBO Director Of Photography
FREDERYCO MARTINS Vetor Zero / LOBO Modeling
BRUNO SABER Vetor Zero/ LOBO Modeling
DANIEL BAHIA Vetor Zero / LOBO 3D Animation
JEROME SARAVÁ Vetor Zero / LOBO Animation Supervisor
LEO CARDAVAL Veros Zero / LOBO Rigging Supervisor
HENRIQUE RIBEIRO Vetor Zero / LOBO Rigging
LEE PEFFER Vetor Zero / LOBO Stop Motion Animation
JUSTIN SANDERS Global Radio Producer
DAVE BUSH Global Radio Editor

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

Campaign: Our campaign tells 3 very famous fairy tales in a very different way: backwards. Starting with a happy ending, things rapidly get worse until we’re back to more humble beginnings – and beyond. It’s all to demonstrate that when things happen in reverse (like when you reverse a car) there’s not always a happy ending. Which is why the Vauxhall Astra comes with a reverse camera as standard…

Cultural / Context information for the jury

The campaign was aired in the UK to coincide with ‘Panto Season’ – a part of the year when traditional fairy tales are performed in theatres in ‘pantomimes’. They’re typically overblown, colourful, flamboyant versions of well-known stories that often play with storylines and structure – which is why we’ve taken the same approach in our ads.

Script. Provide the full radio advert script in English.

This radio advert tells the well-known story of Cinderella in a very different way: backwards. Cinderella starts as a very rich woman who’s happily married to a prince. By the end…well, let’s just say she’s back to where she started. It’s all to demonstrate that when things are reversed (like when you reverse a car), they don’t always end happily. Which is why the Vauxhall Astra has a reverse camera as standard…