Miguel Bemfica Chief Creative Officer


Backwards Stories,' the new campaign from Vauxhall, tells famous fairy tales in reverse across a series of three 50-second films to highlight the benefits of the Astra's reverse parking camera. Jack and The Beanstalk, Cinderella and The Ugly Duckling are retold in a new and unique way; each film sees its eponymous character start with the traditional happy ending, then work their way back to humble beginnings - and beyond. Velocity (the dedicated and specialist agency created for Vauxhall Motors by McCann Worldgroup) and MRM Madrid have collaborated with animators from around the world - Brazil, Spain and the UK - to create a new Vauxhall Astra campaign. Whilst having a reverse camera in itself may not be a new concept, having one as standard in such an easily-accessible car is. The campaign was designed to highlight this in a way that reflected the unprecedented nature of this innovation. The three films, whilst all very different, are linked by the same simple idea: when you go backwards – as when you reverse a car – things don’t always work out for the best. Each film was briefed to a different animation house, with Coffee & TV in London retelling ‘Jack and The Beanstalk’, Mach Studio in Madrid recreating ‘The Ugly Duckling’ and Vetor Zero / LOBO in Brazil taking a new spin on ‘Cinderella’.

Date created: April 2019 2019-04-01T00:00:00+0100
Date published: 19 January 2021 2021-01-19T08:30:34+0000


  • VelocityClient
  • Adam LindseyCG
  • Adrian BotanCreative President
  • Adrian RussellCG
  • Amy HeyesCG
  • Catherine ElvidgeCG
  • Charlotte HopkinsAgency Producer
  • Chris RobertsonExecutive Creative Director
  • George NeaveCOLOURIST
  • Jamie BuckinghamSenior Art Director
  • Jonny GrewCreative Director
  • Martin AllanCreative Director
  • Nick CooperExecutive Creative Director
  • Pablo CamareroArt Director
  • Rafael MerinoHead of Art
  • Richard CostinCG
  • Steve WaughART DIRECTOR
  • * Creative Circle
  • * Alberto EspejaCopywriter
  • * Alannah CurrieProducer
  • * Eduardo BattistonExecutive Creative Director
  • * eurobestAwards Body
  • * Coffee & TVVFX Agency
  • * Miguel BemficaChief Creative Officer
  • * Joe IvoryCopywriter
  • * Vince McSweeneyChief Creative Director