Subaru of America

Dean Evans - CMO
Alan Bethke - VP, Mktg. Comm.

Carmichael Lynch *Lead Agency

Marcus Fischer - President, Chief Strategy Officer
Betsy Burgeson - Consumer Engagement Operations Director
Sheldon Clay - Partner, Group Creative Director
David Eiben - Partner, Managing Director of Subaru
Neil Goodspeed - Partner, Group Director, Consumer Engagement
Randy Hughes - Sr. Partner, Executive Creative Director
Krista Kelly - Acct. Director
Dan Murphy - Engagement Strategist

How do you launch a small SUV in the one of largest categories in the automobile industry? A category appealing to the rational side of customers? With an extremely limited budget? And your company's aggressive sales goals on the shoulders of this launch? For the Subaru Forester, our challenge was to emotionally connect with our target - the experience seeker - and make them feel that the Forester wasn't just an SUV they needed, but truly wanted. To do that, we discovered what's most important to our audience - their precious cargo.