• Language
    • GERMAN
    • FRENCH

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Subaru Unleashes an All-New Wilderness Beast in Canada with Zulu Alpha Kilo

Campaign depicts an Outback Wilderness edition as an untamed beast being returned to its natural habitat via helicopter

Subaru Unleashes an All-New Wilderness Beast in Canada with Zulu Alpha Kilo

Subaru Canada is taking Canada by storm with an epic and jaw dropping launch of its all-new Wilderness edition trim line, featured on the 2022 Outback. 

Using an integrated, multi-media approach, the campaign from Zulu Alpha Kilo depicts an Outback Wilderness edition as an untamed beast being returned to its natural habitat via helicopter. In the launch spot, the Subaru Wilderness is lowered to the ground and unchained before it bolts off to its natural environment. In another spot, we see 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,” says Don Durst, Senior Vice President, Sales, Marketing and Brand. “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.”

Added to its national TV, Digital, OOH, Print, and social launch, Subaru is also placing interactive “Set it free” Wilderness crates in major cities coast-to-coast. Surprise and delight tactics are used as stunned pedestrians 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 drives further interaction by showcasing its 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,” says 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 lead the strategy and creative development, Agence Rinaldi handled Quebec market creative and OMD was behind the media planning and buying.

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Client: Subaru Canada

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Wain Choi

CD/Writer: Jonathan Smith

CD/Art Director: Patrick Shing

Art Directors: Sarah Quinto, Riley Keen

Writers: Julia Forrester, Laura Biggar

Agency Producer: Revital Grunberg

Account Team: David Tremblay, Maura Kelly, Hayley Blackmore

Strategic Planner: Tim Hopkins, Carly Miller

Clients: Don, Durst Ted Lalka, Cynthia Bouris, Gary Sappleton, Curtis Lang

Media Agency: OMD

Media Agency Planner: Michelle Jairam, Natasha Cappelli, Cobi Grein Production House

Directors: Sherpas Cinema

Production House Executive Producers: Miriana DiQuinzio, Chris Hutsul

Production House Line Producers: Andréa Fehsenfeld, Liam Benstead

Director 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 Producer: Sarah Dayus, Mariya Guzova

Colourist: Wade Odlum, Alter Ego

Alter Ego Post Producers: 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

Category: Automotive , Cars

Genre: Action , Comedy , Scenic