Go All In To Get Out

Objective

Raise awareness of Abarth amongst new car buyers by showcasing its power, performance and devil-may-care personality.

Strategy

Get spirited non-conformists to consider Abarth by creating a high-octane experience that matches their all-in attitude to life.

We launched The Abarth Take Back: a souped-up escape room style event designed to push the limits of our audience and the Abarth itself.

Housed in a huge warehouse, competition winners took on daring tasks and challenges, from cracking codes to retrieving stolen artwork, all under the guise of a high-octane getaway.

As well as being passengers in a series of hair-raising stunt sequences, guests had the opportunity to get behind the wheel themselves and experience the visceral thrill of the Abarth 595.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */

Challenge the Impossible

Objective

Create a film to showcase McLaren’s most track-focused road car for the very first time.

Strategy

Leverage the inspiring story of the McLaren Senna’s namesake, inciting excitement, enthusiasm and awe.

With the blessing of and help from the Ayrton Senna Institute, Formula One Administration Ltd, and BBC Sports Archives, our film, ‘Challenge the Impossible’, first aired at the Geneva Motor Show and is now available to see on the McLaren website.

The first-half tribute is made all the more poignant by the inclusion of amazing race footage with original commentary from the equally legendary Murray Walker and James Hunt.

Produced by award-winning automotive film experts Carnage Films and directed by Piggy Lines, our film sets up how the attitude and achievements of legendary Brazilian Ayrton Senna, three-time World Drivers’ Champion with McLaren, led to the creation of this incredible vehicle.

The purest connection between man and machine

In the countdown to the launch a series of social media teasers whipped up enthusiasm and in just one week from first showing we achieved over 180,000 organic views.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */

Driving Conversations

Objective

Leverage Fiat’s existing partnership with male cancer charity, One For The Boys.

Strategy

Give men a safe space to let their feelings be known.

Where else can men talk more freely to each other than in the privacy of their own car? There they don’t even need to make eye contact. #DrivingConversations

To raise awareness of the campaign, and the event, we preceded it all with a tongue-in-cheek film: Two mates driving around, chatting about stuff, and out of the blue they get a call from one of the most recognisable voices in movies – chair of One For The Boys, Samuel L. Jackson.

The film aired on Fiat’s social media platforms and those of our artists featured at the Masquerave Ball, reaching a wide-ranging audience.

How’s it hanging?

The culmination of the activity was a star-studded ball featuring DJs, dance legends and celebrities getting together to show their support and inviting the public to raise money for the fight against male cancer. The line-up included DJ sets from the likes of Craig David, Faithless, Eats Everything, Tom Findlay of Groove Armada, Jamiexx, Jillionaire and Seth Troxler.

/* Custom Archives Functions Go Below this line */ /* Custom Archives Functions Go Above this line */