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A BRAND ORIENTED PITCH, FLEXING A BEAUTIFULLY INTEGRATED IDEA.

ALFA ROMEO

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.

DON’T APOLOGIZE

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.
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01
Introduction

An idea that puts passion into company thinking.
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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.

branding
02

Excellerating a point of difference for yet another automotive brand entering China.
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Our ambition was to position the brand with an sense of passion & confidence. It needed to appeal to our consumers aspirations for modernity and originality whilst pay homage it the brands prestigious European heritage.

SETTING A TONE TO WIN THE HEARTS & MINDS OF OUR CONSUMER.
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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. 

PHOTOGRAPHIC STYLE
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Using dual lighting to create a feel of cinematic luxury.
SUPPORT GRAPHICS
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Infuse checkerboard as a metaphor for racing heritage.
HEADLINE SYSTEM
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Wrap positioning in Hash Tags to encourage social activation.

USING ANIMATION TO CREATE A FEEL OF SPEED AND DYNAMICS.
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Swiftly animated typography typography created the backbone of our motion graphics direction. Glueing all motion communications together whilst playing homage to driving dynamics.

03
Marketing

Driving product benefits across traditional media.
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We embraced Alfa Romeos DNA technology ((D) Dynamics, (N) Natural, (A) All Weather) for our communications, creating concepts which delivering their product benefits with an unapologetic attitude.

DYNAMIC – Don't apologize for the road feeling like a race track
NATURAL – Don't apologize for taking the long way home
ALL WEATHER – Don't apologize for performing well in bad weather

PRE-LAUNCH
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Don’t apologize for ageing like wine

engagement
04

A unapologetically simple engagement.
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Creating a series of web-films off the back of European media test drive would inspire consumers to submit their inborn passions through a series of dynamic socially enabled web banners.

#DON’T APOLOGIZE# for wanting adrenaline
You should never apologize for wanting adrenaline, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for breathing the culture
You should never apologize for breathing the culture, you’ve won VIP tickets to the Italian pavilion at Expo
#DON’T APOLOGIZE# for living for excitement
You should never apologize for living for excitement, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for following my heart
You should never apologize for following your heart, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for seeking new experiences
You should never apologize for seeking new experiences, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for enjoying the attention
You should never apologize for enjoying the attention, join us at the D&G opening party in Shanghai.
#DON’T APOLOGIZE# for wanting adrenaline
You should never apologize for wanting adrenaline, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for breathing the culture
You should never apologize for breathing the culture, you’ve won VIP tickets to the Italian pavilion at Expo
#DON’T APOLOGIZE# 
for living for excitement
You should never apologize for living for excitement, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for following my heart
You should never apologize for following your heart, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for seeking new experiences
You should never apologize for seeking new experiences, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for enjoying the attention
You should never apologize for enjoying the attention, join us at the D&G opening party in Shanghai.
#DON’T APOLOGIZE# 
for wanting adrenaline
You should never apologize for wanting adrenaline, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for breathing the culture
You should never apologize for breathing the culture, you’ve won VIP tickets to the Italian pavilion at Expo
#DON’T APOLOGIZE# 
for living for excitement
You should never apologize for living for excitement, here's 2 tickets to the Shanghai Grand Prix.
#DON’T APOLOGIZE# for following my heart
You should never apologize for following your heart, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for seeking new experiences
You should never apologize for seeking new experiences, you are now in the running for a trip for two to Italy.
#DON’T APOLOGIZE# for enjoying the attention
You should never apologize for enjoying the attention, join us at the D&G opening party in Shanghai.
05
Platform

A platform to drive lower funnel activity.
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Integrating a playful configurator into the Alfa Romeo brand site delivered a customisable browsing experience, highlighting the cars features & capturing data through a standard social sharing feature.