In Canada, the new Subaru Wilderness has become an untamed beast being returned to its natural habitat via helicopter. Zulu Alpha Kilo has created a buzz for the launch with its campaign led by a launch commercial in which the Subaru Wilderness is lowered to the ground and unchained before it bolts off to its natural environment. In another spot, the interior of the car and show its newly designed features; the third spot shows the Wilderness Edition’s versatility by scaling incredible terrain before meeting up with one of its own.

 “The Wilderness line-up is the most capable and rugged trim level we’ve ever offered in Canada and given the competitive landscape we are in, it had to break through the crowd and make an entrance that people will remember,” stated Don Durst, senior vice president, sales, marketing and brand at Subaru. “We want people to know that our Wilderness line-up can handle just about anything that Canada’s toughest driving conditions can throw at it.”

As well as the national TV, digital, OOH, print, and social launch, interactive Set it free Wilderness crates have been placed in major cities coast-to-coast. Surprise and delight tactics are used to attract the attention of  pedestrians, who are greeted by the roar of the beast’s engine, vigorous shaking of the crate and Rangers ready to hand out Wilderness merchandise. A QR code leads to a showcase of the car’s wild capability and the call to set it free by booking a test drive online. 

“We wanted to turn heads and make a statement with this launch of the Wilderness line-up,” explained Wain Choi, executive creative director at Zulu Alpha Kilo. “When people see this work and experience the capability of this vehicle, they won’t forget it.” 

Zulu Alpha Kilo led the strategy and creative development. Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

Credits

Client: Subaru Canada
Client Team: Don, Durst Ted Lalka, Cynthia Bouris, Gary Sappleton & Curtis Lang

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Directors; Jonathan Smith (writer) & Patrick Shing (art director)   
Art Directors: Sarah Quinto & Riley Keen
Writers: Julia Forrester & Laura Biggar
Agency Producer: Revital Grunberg
Account Team: David Tremblay, Maura Kelly & Hayley Blackmore
Strategic Planners: Tim Hopkins & Carly Miller

Production House Executive Producers: Miriana DiQuinzio & Chris Hutsul
Production House Line Producers: Andréa Fehsenfeld & Liam Benstead
Directors of Photography: Eric Crosland & Dave Mossop
Video Post Facility & Editing Company: Zulubot
Editors: Brian Noon & Max Lawlor
Compositors & Online: Justin Lee & Felipe Chaparro

Zulubot Post Producers:  Sarah Dayus & Mariya Guzova
Colourist: Wade Odlum @ Alter Ego
Alter Ego Post Producer: Spencer Butt 
Executive Producer: Hilda Pereira
Music House: Vapor Music
Audio Director:  Ted Rosnick
Voice Director:  Dustin Anstey 
Executive Producer: Kailee Nowosad
Engineer: Julian Rudd