Our brief was too launch Alfa Romeo into China’s saturated automotive market through its Guillietta nameplate. Given its German competitors exorbitant media spend we had to deliver an idea that resonates with our demographic and positions the brand as undeniably Italian.
Now is the best time in China for taking ownership of your life & fulfil your goals and passions. Until the 80’s generation reached adulthood, their parents have controlled their choices of study, socializing & even marriage. The time has come for this generation to stop apologizing… & start pursuing their inborn passion.
The concept had the flexibility to go beyond a singular campaign or establishing the brand. It’s unapologetic ethos could bring the Italian spirit to all domains of the business, driving innovation & passion in its employees.
SETTING A TONE TO WIN THE HEARTS & MINDS OF OUR CONSUMER.
Our Pre-Launch film needed to go online long before our major production has commenced, The typical story of the cart before the hourse was overcome by cleverly using existing assets to tell the story of McLaren’s Legendary cars.
USING ANIMATION TO CREATE A FEEL OF SPEED AND DYNAMICS.
Swiftly animated typography typography created the backbone of our motion graphics direction. Glueing all motion communications together whilst playing homage to driving dynamics.
Don’t apologize for ageing like wine