Sometimes the greatest challenge doesn’t lie in finding answers, but in daring to ask new questions. When we were tasked with showcasing the advantages of the 4×4 drive in the new electric Škoda Enyaq, we knew that the classic approach of presenting “yet another SUV on the market” would not be enough. The real opportunity hides not in talking about technology itself, but in building an experience around it.
So, we asked ourselves: how do we give technology a soul? How can we make the audience not only listen about the precision of the driving system but actually feel its power? This question led us to the heart of the Scandinavian winter, to ice, wind, and frost. This is where the concept that would become “The Ice Challenge” was born.
This wasn’t just another project. It was an expedition where we combined automotive technology and the precision of a rally champion with the raw power of nature, creating a story that went far beyond the usual advertising framework. Here’s how, starting from a blank page, we found a way to make technology and nature come together. And just like that, we connected the Škoda brand with unforgettable emotions.
The Challenge
Škoda wanted to highlight the 4×4 drive system by promoting its new electric Enyaq model. Standard messages about technology and ecology wouldn’t stand out in the crowded automotive market. Our task was to create a campaign that would credibly and unforgettably demonstrate the reliability and precision of the 4×4 system while building a strong emotional connection with the brand.
Concept and Execution
Instead of a typical off-road test, we decided to show the 4×4 drive in an unconventional, more cinematic and less advertising way. To achieve this, we used a brand ambassador and the context of winter. As a result, we developed a concept that combined two extraordinary “worlds” in settings rarely associated with the automotive industry.
Our answer was “The Ice Challenge” project, which brought together Mikołaj Marczyk, European rally champion representing Škoda’s technological precision, and Łukasz Zakrzewski, world champion in ice sailing, embodying the strength and unpredictability of the elements.
The “collision” of an electric SUV and an iceboat took place on a frozen lake in Lapland. The goal: to authentically and in extreme conditions showcase the control and reliability provided by the 4×4 drive side by side with an iceboat. And all that across the icy surface.
A key part of the concept was to frame it as a film with high artistic value.
Minimalist editing, monumental shots, unconventional music, and a recitation of a Finnish poem — all of these elements come together to enrich the concept in a spectacular way. The result is a story that teaches respect for nature, inspires the search for one’s own path, and encourages taking on new challenges.
The film was directed by Tomek Knittel, whose style — blending documentary authenticity with cinematic sensitivity — fits perfectly with our vision of this project. This approach allowed us to avoid the clichés of automotive advertising and instead create a story about passion, precision, and overcoming limits.
Summary
We wanted to create a concept that would stay in people’s minds by presenting Škoda’s 4×4 drive in an original and creatively engaging way.
Did we succeed? Definitely, yes! First of all, it’s a project that stands out for its aesthetics and scale, authentically showcasing the 4×4 technology in extreme yet breathtakingly beautiful conditions. Secondly, it transforms technical advantages into universal values such as precision, determination, and trust in the brand. And lastly, it reaches a wide and diverse audience.
Campaign Scope
The campaign used a variety of formats. On television, a 30-second spot was aired, while a shorter 15-second version appeared online. In cinemas, audiences could experience the full, over four-minute director’s cut of our film project.
And that wasn’t our last word! The entire communication was complemented by display activities and an immersive website, allowing users to fully experience the atmosphere and emotions of this extraordinary venture.
The creative concept and overall supervision were handled by GoldenSubmarine agency. The spot was produced by Papaya Films, and media buying was managed by PHD Media Direction Poland.
