Cannes Lions

Maserati - The Everyday Exceptional

INDIANA PRODUCTION COMPANY, Milan / MASERATI / 2022

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Overview

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Credits

Overview

Background

Maserati presents the launch of the new Grecale SUV, with a global premiere. Grecale embodies the concept of ‘Everyday Exceptional’: the right balance between versatility, elegance, performance and innovation, guaranteeing performance and at the same time comfort and safety. These features combine with off-road skills and uncompromising driving pleasure.

Idea

A Digital Event that highlights 'best in class' features of the new SUV model.

Strategy

The video interpreted the bold character of Maserati, capable of giving life to increasingly spectacular digital events on the houseof.Maserati.com platform.

The global premiere of Grecale is the second appointment that sees the collaboration between Independent Ideas and Monogrid, two realities that have contributed to making houseof.Maserati.com a point of reference for lovers of the House of the Trident.

Execution

Maserati presents the launch of the new Grecale SUV, with a global premiere. Grecale embodies the concept of ‘Everyday Exceptional’: the right balance between versatility, elegance, performance and innovation, guaranteeing performance and at the same time comfort and safety. These features combine with off-road skills and uncompromising driving pleasure.

In addition to the new SUV, two stars of Italian and international cinema, Alessandro Borghi and Matilda De Angelis, feature as the protagonists of the digital event as Maserati ambassadors for the launch of Grecale, together with Klaus Busse, Maserati head of design.

Alessandro, Matilda and Klaus give life to the performance, with an engaging and never banal story. The two actors stage a challenge to the last characteristic of Grecale, to determine which of the two knows more about the ‘Best in Class’ of the new model. In a minimal and evocative set, the jokes follow one another bringing out not only the features of Grecale, but also the attitude of a brand that is never afraid to step on the accelerator and focus everything on innovation, creativity and style.

Outcome

650k people connected to the streaming; 2.1m of earned media in the first day; 13.7m social impressions ... and counting

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