The unveiling of the new Lancia Ypsilon Edizione Limitata Cassina has taken the automotive world by storm, captivating audiences with a groundbreaking communication campaign that pushes the envelope. This exploration delves into the elegance, design, and sophistication of the limited edition model, a blend of automotive innovation and the enduring charm of Italian culture.
Italian Grace in the Spotlight:
The campaign for the new Lancia Ypsilon Edizione Limitata Cassina is an ode to elegance and design. The campaign showcases the brand's dedication to Italian style by featuring a TV commercial, a print campaign, and a comprehensive media strategy across digital, print, and outdoor channels.
Lancia's Marketing and Communication chief, Charles Fuster, emphasizes the campaign's focus on elegance and Italian identity. Shot in Italy with local talent amidst iconic scenery, the campaign encapsulates the brand's essence of Italian grace.
Seamless Communication Integration:
The New Lancia Ypsilon Edizione Limitata Cassina has adopted an integrated communication strategy, engaging audiences on platforms like TikTok. This approach signifies the brand's ambition to attract a new wave of discerning customers, marrying tradition with contemporary trends.
Misunderstanding Elegance:
The commercial's plot, centered around a phone conversation between the protagonists, builds on a delightful misunderstanding. As the female lead navigates Milan's streets in the New Lancia Ypsilon Edizione Limitata Cassina, the male lead describes an elegant home overlooking Lake Como. The revelation that she is actually at his home unfolds in the finale, emphasizing the car's role as a mobile haven of design and comfort.
Italian Spirit in Cinematic Detail:
Director Martin Werner orchestrates a visual symphony, intertwining Italian landscapes with close-ups of the car's details. Milan, with its iconic cathedral spires, symbolizes the city's status as a global design capital, while Lake Como epitomizes refinement and exclusivity. The Lancia ad campaign masterfully captures the essence of the Italian spirit, aligning it seamlessly with Lancia's brand values.
Home Feeling and Design Harmony:
The concept of "home feeling" is embodied by the villa on Lake Como, resonating with Lancia's language expressed through various forms. The Maralunga sofa, an iconic piece from the Cassina iMaestri Collection, draws parallels with the car's design, creating a visual and chromatic harmony. Using 100% recycled blue velvet in the car's seats and backrests reflects a commitment to tradition with a modern touch.
The 777 Agency Touch:
This groundbreaking campaign marks the inaugural project by the 777 agency, founded by Armando Testa and Herezie. Tasked with handling the integrated communications for the Lancia brand throughout Europe, the agency brings a fresh perspective to the automotive advertising landscape.
Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Creative team: Marta Foli, Federico Albanese
Client Director: Stefano Piccini
Client service: Federica Tos
Producers: Movie Magic International
Director: Martin Werner
Director of Photography: Ottar Gudnason
Music: Flavio Ibba – Antonio Condello
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