Sixt wanted to reframe themselves and appeal to a new audience: not only older males but a younger, more female-focused audience too.

So to give the brand a fresh spin, we decided to flip "old car culture" (the outdated, sexist, bro-ish one) and came up with Big Sixt Energy

... Sounds awfully familiar? Yes, we did go young and wild and free and flipped “Big D*ck Energy” to make it our own.

Big Sixt Energy is an ethos of its own. It’s the energy that unleashes your most authentic self, it’s the attitude that only a sick ride can unlock.

It’s something that a premium Sixt rental triggers in everyone and it’s not exclusive to a certain kind of rich male audience. We were excited to explore how this energy appears for young moms, a group of Gen-Z or even your grandma.

​The pitch is comprehensive of multiple deliverables: from billboards to online and offline activations, key visuals, and a sick mood film that we loved making so much.