We were tasked with positioning the new Crosstrek as the perfect vehicle for city life. Instead of showing young city dwellers driving the Crosstrek downtown, we pivoted by focusing on the opposite of our target: countryfolk. Having never seen the vehicle themselves, they share urban legends about a mysterious entity that lives way out in the city.

The campaign resulted in a 60% Crosstrek sales increase over the previous year, won a Gold at the CMAs, and was featured as The Drum’s Ad of the Day.