Goals and objectives
Dacia, a car brand with a mixed reputation in the Czech Republic, sought to shift perceptions and spark interest in its latest model, the Dacia Duster. While the brand is appreciated in rural areas for its affordability, urban audiences often view it as low-quality and uninspiring. The campaign aimed to change this narrative by highlighting the Duster’s improved design, eco-conscious materials, and relevance to modern lifestyles—all while maintaining its accessible price point. The key objective was to attract new interest from urban consumers who had previously overlooked the brand and to reinforce the Duster’s cult following among existing fans.
Surprising Insights
One of the most unexpected challenges was ensuring the mud-covered Duster remained visually intact throughout the campaign. A custom mud mixture was developed in a film production studio, which proved resilient even during heavy rainfall. However, an unforeseen issue arose: the car’s proximity key repeatedly unlocked the vehicle as a nearby security guard moved around. This led to a drained battery, and instead of being returned to the showroom, the Duster had to be towed directly to a service center.