This September, Infiniti Europe will launch its first ever, fully-integrated and multi-channel brand campaign that aims to change the face of performance luxury motoring across Europe – with other markets to follow.nnWith this campaign, the Japanese modern luxury car manufacturer looks to position itself as a credible alternative to the big three German marques with a big idea called ‘Since now, the perfect line is a curve’. The creative platform was developed by TBWA\G1 in Paris and was inspired by meetings with the Infiniti Design Team and Infiniti Chief Creative Officer, Shiro Nakamura. It embodies the brand’s challenger ethos and puts a strong emphasis on both its design and performance credentials whilst aiming to shake up the luxury car market currently dominated by Mercedes, Audi and BMW with a provocative message stating: heritage means nothing and straight lines are boring.nnAlasdhair MacGregor Hastie, European Creative Director at TBWA\G1 says: “With the launch of this campaign we are more than certain of having given Infiniti its proper place in the world of high-end luxury car brands and have found an extraordinary and distinguishing big idea that will allow us to create ever stronger and more creative campaigns in the future. Because, as every one knows, the perfect line, is a curve.”nnJean-Pierre Diernaz, Marketing Director, Infiniti Europe, adds: “As well raising awareness of Infiniti Europe, this campaign is about building brand familiarity so consumers understand what sets us apart from the competition. Performance motoring and graceful strength are at the heart of the brand, which is something we are keen to convey with this campaign.”nnThe campaign marks a series of firsts for the brand in Europe including its first ever TV presence and the launch of social media platforms as well as being the first brand to launch a campaign in Europe across four screens. Additionally, with an exclusive X-Box and Microsoft Kinect Content Platform along with MSN homepage takeovers and Infiniti Europe’s largest media investment ever, the brand is looking to make a big splash.nnJohn Dore, Executive Director of OMD International notes: “In such an established and highly competitive European luxury car sector, it’s been crucial for Infiniti to be very smart as well as efficient in the delivery of it’s media. OMD have achieved this through leveraging the might of the Renault-Nissan alliance, creating a fully integrated media campaign supported with breakthrough partnerships across MSN, Xbox, designboom.com and Eurosport”nnThe new brand campaign forms part of an ambitious plan that will support the launch of the high-performance Infiniti M Hybrid and the reveal of a special FX concept model at the Frankfurt Motor Show. Content around the Red Bull Racing F1 partnership will also fit under this platform whilst bolstering the brand’s performance credentials by optimising the connection with current F1 World Champion Sebastian Vettel.nn
nnThe TV campaign was directed by Raf Wathion and was shot over five days at a studio in Brussels. A highly technical shoot with four sets running simultaneously including Phantom, Alexa, Macro and Stop-Motion cameras led to a cinematographic journey starting with a series of time pieces resetting to a ‘zero hour’ where the bold statement of “Since now, everything you know about performance motoring, is in the past” is made. From this point forward, Infiniti’s unique point of view on what a luxury car should be is demonstrated by the journey of a line of light that snakes its way over the naturally inspired curves of the Infiniti FX, M and EX models. The film is interspersed with beautiful organic shapes and forms to bring a natural, sensual and artistic atmosphere that is coupled with an original musical score to bring drama to the film. The film ends with the bold statements, “Since now, the perfect line is a curve” and “Since now, there is Infiniti.”nnThe film is supported by a pan-European print campaign which brings to life a distinctive look and feel uniquely Infiniti and features curved lines based on real shapes within the car including the signature Infiniti paddle shifter in the FX, the front wheel arch of an Infiniti M, and the Crescent Cut – a distinct feature on all Infiniti vehicles – that appears on the EX ad. The print backgrounds were created by Drasik – a Barcelona-based graphic artist – and were used as inspiration for all other campaign elements.nnRegarding the print, Diernaz adds, “It was important for us to inject a sensual and organic feeling into our communication, that s why we have worked in collaboration with various artists like Drasik.”nnThe online and Tier 2 elements, developed by TMW, include a strong call to action, with a range of finance offers. TMW also refreshed the website, which runs across 23 countries in 11 languages, leading with a 3D CGI animation and will pilot ‘Live Chat’ in the UK and Italy. Viral ads, banner ads, email activity and a refreshed mobile site form the rest of the campaign activity.nnPaul Tullo, Creative Partner at Tullo Marshall Warren, adds: “It’s very exciting for us to be working with a brand at this crucial stage of its development, where the aim is to build and communicate the essence of the brand. We have been working very closely with TBWA\G1 to ensure we deliver a truly integrated campaign that works not only across a range of media but across a number of markets.”nnThe campaign will be rolled out across Europe’s major European markets, including the UK (September 3rd), France (September 9th), Germany (September 5th), Switzerland (September 2nd – press only) and Italy (September 5th). The campaign will also be rolling out in Russia and the Middle East following the European activation.nnCreditsnnProject: INFINITI BRAND ‘SINCE NOW, THE PERFECT LINE IS A CURVE’nnClients: Jean-Pierre Diernaz, Martin Jobin, Sandra Plakke, Nha Thi LieunnAgencies: TBWA\G1, TMW, OMDnnCreative Directors: Alasdhair MacGregor Hastie (TBWA\G1) Paul Tullo (TMW)nnCreative Team: Adam Mandelstam & Douglas Rocha, Paul Wauters & Kate McMullen (TBWA\G1), Jeff Bowerman, Jasmine McCorry & Andrew Turk (TMW)nnTV Producer: Herve DommangennAccount Management: Ewan Veitch, Christian Stein, Marie-Pacifique Blanckaert, Gaelle Santamarta (TBWA\G1), Julie Roberts & Rob Carter (TMW)nnStrategic Planning: Filippo Dell Osso & Luca Vergano (TBWA\G1), Richard Pentin (TMW)nDirector: Raf WathionnnProduction Company: HenrynnFX: MikrosnnExecutive Producer: \ElsennAbout TBWAnTBWA Worldwide (www.tbwa.com) creates Disruptive ideas expressed through Media Arts for global clients, including ABSOLUT, adidas, Apple, Energizer, GSK, Henkel, Infiniti, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines and Visa. TBWA is ranked as a Top-Ten worldwide advertising agency, and was recognized by Advertising Age in 2010 as the “Best International Network of the Decade. TBWA has 274 offices in 100 countries, and over 11,000 employees worldwide.n nTBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.nnAbout Tullo Marshall Warren – The Intelligent Influence AgencynFounded in 1987 by Paul Tullo, Richard Marshall and Chris Warren, TMW has evolved into one of the UK’s leading creative communications agencies.nnTo engage with today’s consumer, the agency has developed an innovative approach called ‘Intelligent Influence’. TMW guides brands and organisations through the complexities of today’s consumer and business environments by identifying the key influences that affect how people think, behave and spend. This approach recognises and builds on the opportunity to create greater brand engagement by encouraging consumer participation with brands.nnThe agency offers a wide range of services from data planning and analytics, CRM & eCRM, to content creation and shopper marketing. Campaigns are executed across a breadth of channels including email, social media, mobile and video. The agency also has a division dedicated to the healthcare sector.nnTMW works with some of the world’s most respected companies and brands, including Unilever, Diageo, Nissan, T Mobile, Pfizer, Sony Ericsson and Sainsbury’s. nnIn 2006, TMW joined Creston plc, the FTSE-listed insight and communications group, comprised of eleven agencies divided into three divisions: Insight, Communications and Health. For more information visit www.tmw.co.ukJeremy Miller TBWA Worldwide P: 212.804.1162 Contact Jeremy via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More