Direct > Product/Service
SHARE OF GARAGE
TEQUILA\, Los Angeles / INFINITI MOTOR COMPANY / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
The objective is to reach current Infiniti owners and encourage them to consider the purchase an additional Infiniti for their household. The Share-of-Garage program is an excellent opportunity to expand on the national advertising’s focus on design as the essential ingredient in every aspect of an Infiniti’s creation, not simply in its styling. And by detailing the very impressive Infiniti line-up in light of this design focus, it is an opportunity as well to increase Infiniti’s owner base by reaching out to some of its best and most loyal customers.
Outcome
The results are yet to be determined, as the program is a new and ongoing one.
Solution
A bold pen-and-ink brush stroke on a textured white flyleaf sets the tone for the piece. On the suceeding pages, accompanying each Infiniti model, the reader sees the actual pen-and-ink brushstroke “gesture” drawn by that model’s designer at the very beginning of the design process. The national campaign photography, with its evocative backgrounds of flowing silks, then showcases every model as the final embodiment not only of the gesture that inspired it, but the design expertise that permeated the entire vehicle. Even the simple sewn binding does its part to emphasize Infiniti’s rejection of design for design’s sake.
SpecialCredits
Executive Creative Director-Doug Speidel
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