Justin Hamilton Salem | Copywriter | Kentuckian | Explorer | Reprobate

You are the sum of your choices and each day you’ll make over 35,000 of them. The Skoda Fabia is also full of choices — offering thousands via color combinations and other options.

We worked with Google and the worlds leading color psychologist, making over 80 vignettes. These were used as a pilot campaign for YouTube’s Director’s Mix to create millions of combinations for pre-roll ads. The ads were surgically targeted and tailored to each user, based on their own choices, merging our campaign with their activity.

This YouTube pre-roll campaign was launched in 52 countries.

ŠKODA has a small SUV called Yeti. The mountains have a big beast also called Yeti. We had them face-off in a series of ads and shot them on an iphone.

Cannes Lions - Bronze

Art Directors Club - Gold

Golden Drum - Gold

turned into a meme by @trashcanpaul on IG.

The Octavia is the best selling Škoda car. But no one understands why. Is it the price? The space? The tech? 

Just what is it about the Octavia?

For our 'What is it about the Octavia?' campaign we looked online, as there, everyone has an opinion.

The idea was that anyone who says anything about the Octavia, is answering the question.

After mining millions of online comments that mentioned the car, we selected a few (and fewer who gave us permission), and brought them to life.

The brief was - no one knows what the Škoda logo is, so make a facebook post explaining it.

In digging, I also found no one knew that Škoda was the third oldest car company in the world.

I challenged the client to take people on an adventure through their history. They bought it. It ran online and in cinemas in over 100 markets.

For me, it’s overwritten - but we convinced the client to go from over 1000 words down to what we have now.

For the global launch of Škoda’s SUV, the Kodiaq, we made content exposing the disconnect between humans and the nature world - urging them in our integrated campaign - to reconnect.

We renamed an island (Kodiaq, Alaska) and introduced some city slicker kids to the joys of nature, among a slew of other fun content pieces.

Cannes - Shortlist

ADC - Gold

Golden Drum - Gold

Effie

Škoda has been the offical sponsor of the Tour de France for over a decade. To solidify the connection, we made an integrated campaign highlighting the fact that the brand started making bicycles back in 1895. Thus, Škoda was born on a bike.

For the launch of the new Škoda Karoq campaign - Another Way - we sold these story-based prints which show theirs another way of living via the Karoq.

I always put free energy and time into making something.

I don't need a brief to do it.

Here are examples of some work that I made on the spot that ran.