Communication for cars has always centered on the spec of the car or how eco-friendly it is. There was never the drive to appraise the added value it brings or how it makes our lifestyle richer, and foremost to see the car as a piece of art created by mankind. This project is about cherishing the history of the car as a work of art in and of itself. In order to do so, we collaborated with various artists and created branded content inspired by Giulietta throughout the year of the campaign.

Upon the press release of the new Giulietta car model, which is the third generation of the Giulietta line, we launched “I AM GIULIETTA. THE DRIVE ART” campaign. The launch of the campaign was treated as an art event, and each month the branded content collaborating with artists followed periodically, one artist to be featured every month. The philosophy of the campaign, “the product is the art” was well received. An art contest open to the public was also held, which you can enter from the official website page.

The campaign was successful in gaining engagement with target audience and creating an unprecedented touch point. This included promoting the campaign in museums, art galleries, exhibiting the car in department stores, articles in lifestyle magazines. These are touch points where car brand communication did not evolve before. The artwork made way for a new communication style to appeal the traits of the car. The campaign also led to a synchronized theme for dealers and showrooms.