Ichy the Ichthyostega, a prehistoric half-fish, half-lizard character, is the star of Škoda’s new campaign by AMV BBDO to launch the Peaq. Ichy is an extinct creature whose search for a new level of comfort 500 million years ago led him to be the first creature to walk out of the water and onto land. He represents the universal search for comfort underlining Škoda’s drive to explore and improve.
Ichy was brought to life and designed by Untold Studios in London to be distinctive, charming and full of personality. His journey, directed by Sam Brown, tells the story of never-ending curiosity, the search for comfort, and inner confidence (not even a nearby eruption can stop his swagger and strut), underscored by Aim & YZ’s Ain’t got time to waste.
The campaign covers TV, digital, OOH and social globally.
Meredith Kelly, global head of marketing for Škoda, stated, “Peaq is Škoda’s new flagship; the most beautiful car we have ever made, so the story had to showcase this bold statement. Going back 500 million years to find the first spark of comfort on land felt right. Progress always starts with someone brave enough to try something new.”
Guy Hobbs, ECD, AMV BBDO, added, “Peaq is a proud moment for Škoda. It takes the brand to new heights, so we wanted the work to do the same. To take comfort somewhere more emotional. Into confidence, curiosity and exploration.”
Credits
Client: Škoda
Creative Agency: AMV BBDO
Chief Client & Business Officer: Katy Wright
Deputy Chief Strategy Officer: Ben Jaffe
Creative President: Owen Lee
Executive Creative Director: Ben Edwards & Guy Hobbs
Client Services Director: Joe Pirrie
Global Business Lead: Kelly StLawrence
Account Director: Mason Cooksley
Account Manager: Nikita Ghai
Snr Strategy Director: Tom Lindo
Senior Creative: Giovanni Greco
Head of Art: Jack Walker
Producer: Rachael Clarke
Production Company: Rogue Films
Director: Sam Brown
Producer: Polly Ruskin
Managing Director & Executive Producer: Kate Taylor
Production Manager: Fran Resteghini
DOP: Sebastian Blenkov
1st AD: Rob Blishen
Service Company: Virtual Films
Executive Producer: Scott Horan
Producer:Joan Garcia
Editing: Tenthree
Editor: Eve Ashwell
Managing Director & Producer: Ed Hoadley
Music Supervision: 12 Decibels
Audio Post-Production: Factory Studios
Creative Director: Anthony Moore
Sound Designer: Andy Isaias
Audio Producer: Max Doran-Bown
Senior Audio Producer: Olivia Endersby
VFX Studio: Untold Studios
Executive Director: Ian Berry
Producer: Larisa Covaciu
Line Producer: Zuzanna Drozdz
Creative Director: Ben Cronin
VFX Supervisors: Alex Grey & Sam Driscoll
Animation Supervisor: Suvi Jokiniemi
Digital Matte Painting Supervisor: Cameron Johnson
Leads: Jinhui Wang & Julian Johnson
Colourist: Hannibal Lang
Colour Producer: Hannah George
