Jul. 23, 2015

To launch Holden’s new Astra, VICE produced “Car Vs Drones”, a unique collaboration with The Creators Project that included a long form feature and broadcast television commercial.

In the film directed by GMUNK (AKA Bradley G Munkowitz), an Astra goes head to head with a swarm of custom-built drones in a battle of speed, technology, and skill.

Alongside a major ATL campaign by Carat, the campaign is being supported across the VICE media network, taking in leading sites, VICE News, Motherboard, Munchies, i-D, Concrete Playground, High Snobiety, Hypebeast, D’Marge and VICE’s YouTube channels. The campaign incorporates a suite of premium video formats designed in-house by VICE, including full bleed video billboards and video skins with lightbox, as well as pre-rolls, editorial and social activation.

“We are taking the Holden brand into new territory and challenging the status quo,” said Holden Executive Director of Marketing & Customer Experience, Geraldine Davys.

“Holden is going to continue to produce engaging and innovative content for our customers, content that traditionally may not be associated with the Holden brand. Astra vs Drones is perfect example of this; it’s a short film that certainly makes you sit up and take notice.”

Watch the making-of video here.