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W+K's Dodge Dart Registry

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Could new site change how we buy cars?

W+K's Dodge Dart Registry


Wieden + Kennedy the Dodge Dart Registry, a new online program that provides a creative way to raise money toward the purchase of a new Dodge Dart by mobilizing friends and family to help anyone make their new car dreams come true. The Dart Registry allows consumers to configure and customize a Dodge Dart, and set a goal for the amount of money they want to raise to fund it. It then itemizes components of the car—like a steering wheel, shifter, seat, or engine—allowing friends, family or anyone to sponsor the specific parts.  

In addition to the online platform at, a new TV spot "How To Change Buying Cars Forever" is online and will be airing during the Fox network broadcast of the NFL National Football Conference Championship Game on January 20. The spot continues with the same dose of fun, humor and rapid-fire "instructional" tone that the Dodge brand introduced in July 2012 with the 90-second “How to Change Cars Forever." 

PROJECT NAME Dodge Dart Registry
CONTENT TYPE Website & TV Spot
BRIEF How to change buying cars forever. Dodge Dart. New Rules.
CLIENT CONTACT Eileen Wunderlich / Jason Russ
DURATION OF CAMPAIGN Roughly 4-12 Months
Executive Creative Directors: Mark Fitzloff / Susan Hoffman
Creative Directors: Aaron Allen / Joe Staples / Michael Tabtabai
Copywriter: Derek Szynal
Art Director: Gianmaria Schonlieb
Agency Executive Producer: Ben Grylewicz
Executive Producer: Corey Bartha
Broadcast Producer: Jennifer Hundis
Director of Business Affairs: Amber Lavender
Business Affairs: Connery Obeng
Project Management: Tamar Berk
Account Management Thomas Harvey (Account Director) / Lani Reichenbach (Management Supervisor) / Kyleen Caley (Account Supervisor)
Planning Director: Amber Higgins
Senior Interactive Strategist: Zack Jerome
Director of Digital Production: Pierre Wendling
Executive Interactive Producer: Patrick Marzullo
Creative Technologist: Nilesh Ashra
Head of Motion : Michael Gersten
Visual Effects Supervisor: Adam Nikolaidis
Motion Designer: David Mellor
Motion Designer: Albert Yih
3D Designer: Greg Radich
Studio Artist: Curtis Pachunka
Studio Artist: Hillary Carey
Production Company: Ignition Interactive
Executive Creative Director: Chris Eyerman
Senior Producer: James DeMello
Senior Developer : David Benjamin
Technical Director: Matthew Goshman
Developer: Jason Hughes
Designer: Dru Bramlett / Andy Burdin
Web Copy Writer: Spencer Donald
Development Partner Company Rocket Hub
Executive Director: Alon Hillel-Tuch
Technology Director: Vlad Vukicevic
Lead Developer: Tom Davies
Developer: Andrew Harricharan
Editorial Company: Joint Editorial 
Editor: Nicholas David
Post Producer: Yamaris Leon
Post Executive Producer
VFX Company: Wieden + Kennedy
Sound Designer : Charlie Keating
Mix Company: Joint Editorial
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Genres: Comedy, Action

Categories: Automotive, Cars, Fri, 18 Jan 2013 11:42:20 GMT