GPY&R, Just Car Insurance & Aussie car nuts to build Australia’s ultimate ‘kick-ass’ modified car
CB Exclusive – Where most car insurers reject modified vehicles, Just Car intends to show drivers of ‘hotted-up’ cars exactly how it’s done.
Just Car Insurance and GPY&R Melbourne have created Canvas2Kickass, which launches this Friday. The ultimate workshop connected to a fully integrated website that gives car enthusiasts a place to share and distribute their knowledge and passion for modifying cars, then see their input come to life on a real car. Enthusiasts all over the country will be able to contribute to building Australia’s hottest ever modified car, for real, turning a blank canvas into a truly kick-ass ride.
Week-by-week, every aspect of the car will be discussed, debated andvoted on, while a crew of mechanics will do the work, in theCanvas2Kickass workshop. The whole process will be covered with livewebcam feeds and phase-by-phase webisodes throughout, creating theultimate knowledge centre and uniting the disparate tribes of modifiedcar fans. Everything from choosing the original base model to tyres andrims, stereos, paintwork, graphics, seats and suspension will be up forgrabs. And at the end of it all, someone will drive away in theCanvas2Kickass machine.
Says GPY&R Melbourne ECD BenCoulson: “This is one of those projects that creatives kill to work on.It’s not a couple of ads, but a chance to roll your sleeves up andcollaborate with the country’s leading automotive experts,manufacturers and car nuts, to actually make Australia’s most kick-assstreet ride. Fingers crossed we don’t end up making the ‘Homer-mobile’…”
If you wanna get on board, click here: http://www.canvas2kickass.com/
Agency: George Patterson Y&R, Melbourne
Executive Creative Director: Ben Coulson
Creative Director/Writer: Jim Ingram
Creative Director/Art Director: Ben Couzens
Group Account Director: Julian Bell
Senior Account Manager: Leah Champion
Account Manager: Jenna Stafford
Digital Creative/Digital Designer: Stephen Joss
Digital Producer: Luke Tellefson
Digital Developer: Beau Rushton
Head of Digital Strategy: Luc Wiesman
Media Agency: Starcom Melbourne
30 Comments
Looks interesting. Could be really big idea if it is dine well.
I like the idea & totally relevant way to talk to the target.
Good luck, hope it comes off.
Could be awesome.
9.52, do petrolheads like fine food?
not bad for an insurance client…. can’t see anyone else in category being brave enough to do something like this.
9.52, do petrolheads like fine food?
not bad for an insurance client…. can’t see anyone else in category being brave enough to do something like this.
I think VB Raw did something very similar at the beginning of the year with a Porshe.
http://www.vbraw.com.au/#/ambassadors/j-mac-diddy-daddy/speedshop—finished-porsche
I thought just car were budget insurance?
i watched this at 10 in the morning and it hurt my head
Agree. Brave for an insurance client, but looks like a good way to get to that kind of target market.
Fuck’n Rad!!!
Looks bloody great. Nice work old friends!
Tom
well done jim & cuz…. seem to keep pumping out good stuff
just cars is for revheads, so it’s not brave. it’s appropriate.
like winning the ultimate haircut from garnier.
what’s nice is the fact that everyone can get involved.
Nice to see a pitch concept go all the way…well done lads
Nice. I want the ute to get up.
Saloons are for puffs.
Bloody good idea.
Nice idea and great to see an agency leading the client into something that’s creative and has some talk-ability around it. Well done guys.
Just Rad… i like it nice work, some crafty digital peeps out there!
Sounds sweet. Brilliant way to target your audience!
That is a ‘Kick Arse’ idea!
Coulson is right, i’d kill to work on that instead of the zinger burger ad I’m doing today.
Thanks 10.08am. Just watched the VB thing. Gotta say, really long bow between ‘here’s a beer’ and ‘we made a car’. Also, not a great way to do it & a fairly average web site.
With Kick Ass I can see a strong link between Modifying a car and a car insurer for modified cars. Seems like a perfect way to prove what your brand stand for to me.
I like the concept of including experts & car fans via the web. Hope they execute it well and make the episodes actually interesting to car fans.
If done well it could be a great idea.
Nice one Jossy!
Awesome work Joss! The full brains behind the idea!!!
Cuz and Jimmy, really good work dudes.
Look forward to seeing how it all unfolds.
Jules
Canvas to kick some muthafucking ass!
GPYR digital have been putting out some fantastic work lately… I can’t believe they built this in house… The site is very slick.
Cool idea. A car designed by committee is going to be very interesting indeed.
So like everything else JCI touches, this is going to be dragged out for months with the ‘winner’ being f**ked around? Just like my insurance policy…
Just Car Marketing Manager Kasey Gaffney said “Our audience are serious car lovers and enthusiasts who are mostly under 30, so we need to be in a space where they are most active.