Auto Trader

Found AT

Auto Trader wanted to make the brand as well known for brand new and electric cars as it is for used. so, To do this we launched the platform ‘Brand New Cars Found AT’, highlighting Auto Trader’s key proposition - thousands of brand-new cars ready for purchase with no wait time. The emphasis on “found” conveys the success and satisfaction buyers feel when they secure the car they want quickly and easily.

The first part of the campaign showed the emotional journey of buying a new car is captured through that first breath of the iconic new car scent. The film showcases the relief, pride, and joy of stepping into a new vehicle, making it a personal sanctuary.

We then rolled out a bold, playful graphic identity has been created for OOH, social, and digital, using eye-catching animations and headlines to give Auto Trader a vibrant personality. This “red world” modernises the brand and showcases its wide range of new and electric cars.

Agency: Recipe
Director: Glenn Kitson
Creative Director: Vanessa Robinson & Mike Plumridge
Art director: Charles Bignell
Copywriter: Alex Prew
Designer: Ben Longden