EV Smile Experiment

Creative idea

We had already explained the economic and environmental benefits of electric cars. This time, we wanted to prove that e-mobility could also win people over emotionally. So we turned a test drive into a scientific experiment. Together with Nettle.AI, we used facial emotion recognition to measure the real-time reactions of first-time EV drivers, including committed sceptics. Instead of telling people that electric driving is fun, we let their own faces prove it.

Brand name: Škoda
Advertiser / client: Škoda Auto Slovensko
Product / service: Škoda Elroq
Campaign name: EV Smile Experiment
Agency network: INDEPENDENT AGENCY
Agency: Wiktor Leo Burnett, Bratislava
Additional company: Nettle.AI
Agency chief executive officer: Michal Kopriva
Executive creative director: Vladimír Lefík
Creative director: Vladimír Lefík, Lukáš Lukonič, Peter Michalka
Art director: Dominik Hasák, Nina Tessedíková
Copywriter: Michal Kopriva, Lukáš Lukonič, Peter Michalka
Account director (agency): Anh Doan
Client account director: Michal Kopriva, Andrea Vozárová
Strategic planner / strategist: Dominika Múdra
Film production: Toxpro