FERRARI PORTOFINO
LAUNCH
LAUNCH
The Brief
We secured Ferrari as new client and in doing so became the first agency outside of Maranello, Italy to launch a Ferrari model. The initial brief was to create a global launch campaign for the new Ferrari GT VB Portofino model that rewrote the Ferrari SpA rule book. 'Open-up' was a direct call to arms, asking people to forget their preconceived ideas. We challenged our audience to open up their minds to the performance, power, versatility, and opportunities that the new Ferrari Portofino could deliver on a daily basis.
Key Visuals
We were tasked with creating all new Ferrari comms and Key Visuals for motor show and launch events. These became part of the initial launch phase with digital comms and exclusive invite only events in key markets around the world. The Ferrari brand event team took the new creative direction and applied it to all their immersive launch events.
Teaser Pack
For invited guests there were plenty of opportunities to get up close to the car. Those that placed orders were giving a limited edition 'Open up to a new breed' teaser pack that detailed the cars new specs and design- see opposite.
The launch also required an exclusive customer book highlighting the new model design features, driving experience and spec. This would keep them warm as their new car was being crafted and built. We wanted to produce a book that was a celebration of the event. The photography and copy were both specifically crafted to tell the story behind this sports car named after the charming village on the Italian Rivera - Portofino.
The book was a culmination of an 11 day shoot around Europe in October. Taking in Portofino, Milan, Antibes and Cannes. It took a further two and half months for us to write, art direct and design, working very closely with Mark Lacey retouching and Kingsbury Press. We used techniques that suggested style, craftsmanship and elegance. Kingsbury's press K-Binding® and KolorEdge® allowed the stunning photography to flow seamlessly over each spread along with the KolorEdge foil in a bright silver gilt adding a finishing touch just like the Portofino. Each and everyone of these customer books was hand delivered to their new Portofino V8 GT customers by Ferrari dealers around the world.
Creative credits:
Creative Director/Art Director/Designer: Simon Nicholls
Copy writer: Scott Vaux-Nobes
Campaign photography: Roberto Carrer
Retouching: Mark Lacey
Printers: Kingsbury Press