Cannes Lions

Never Leave Quietly

PRISM SPORT & ENTERTAINMENT, London / ASTON MARTIN / 2022

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Overview

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Credits

Overview

Idea

The V12 engine sound is an iconic signature of Aston Martin and this year, the British luxury brand launched its very last V12 Vantage. Dating back to 1950, ending this V12 engine lineage deserved an incredible celebration so we created NEVER LEAVE QUIETLY.

Using the revolutionary Unreal Engine 5, we crafted a marble city from the ground up, exclusively for V12 Vantage. This city served as a metaphor for the human reaction to hearing V12 Vantage for the first time. Like hairs standing up on the back of your neck, we created crystals emerging from the marble surfaces in Vantage’s wake. The crystals were inspired by the engine’s sound waves resulting in a luxurious sonic sculpture. The Aston Martin wings were inspired by a scarab beetle, and the creature appears in the campaign as a brand symbol looking over the last V12 Vantage.

Execution

Aston Martin launched NEVER LEAVE QUIETLY as an organic campaign on its social media channels and website. It reached over 8.5 million people and gained more than 2 million views. The campaign proved to be extremely successful as all V12 Vantage models were sold out and no media placement took place to push the campaign.

NEVER LEAVE QUIETLY was a celebratory campaign, marking a historic moment for a prestigious model line dating back to 1950. The brand was praised and highly visible during the launch, as audiences reacted positively to the creative ideation and sonically-inspired content.

The creative process began with sound at its core. The goal was to allow audiences at home to imagine what it would feel like to drive the car, and we decided on to use the engine’s iconic soundtrack as the sensorial conductor.

We recorded the real life V12 Vantage in a test facility. From full throttle launches to burnouts, we captured the sonic essence of the car in its purest form. Using the revolutionary Unreal Engine 5 and inspired by British architecture, we created a luxurious marble city, crafted from the ground up.

Like hairs standing up on the back of your neck, carefully crafted crystals were a visual representation of hearing V12 Vantage for the first time. Furthermore, the crystal shapes were modelled on the sound waves made by the engine, forming a sonic sculpture.

The Aston Martin wings were inspired by the wings of a scarab beetle. A version of the insect made of crystals and carbon fibre appears in the campaign as the ultimate brand symbol sending off V12 Vantage into the wild one last time.

The entire campaign process began in November 2021 and launched in March 2022, resulting in a very successful campaign for Aston Martin.

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