Spark the Next
Client: Maserati
Issue 56 | September 2020
Agency
Ultra Brand Studio
Creative Team
Executive Creative Directors: Matt Bennett, Will Battersby
Production Team
Music by: Jorja Smith. Remix by Mischief Producer: Anna Drake Directors: Gmunk Production Companies: Movimage, JOJX Post-Production: Absolute Post
Other Credits
Managing Director: Alistair Schoonmaker
Date
June to July 2020
Background
The Ghibli Hybrid is Maserati’s first ever electrified vehicle. It’s the brand’s first step towards electrifying its entire fleet and part of the luxury car manufacturer’s brand reawakening. The hybrid category is well-trodden territory; clean, green, technological and earnest. But following the crowd is not in Maserati’s brand playbook. Without showrooms and conventional events in the new normal, Maserati wanted to break ground with an immersive digital campaign that sets Maserati on the road to its audacious electric future. Idea Along with the new vehicles comes a Maserati-first in campaign approach on digital-first storytelling, culture impact and influencer partnerships.
The ‘Spark The Next’ campaign tells the story of Maserati’s electric future in a way only Maserati could. It’s about where powerful forces meet; performance, the possibilities of electricity and audacity for the brand, the Ghibli Hybrid car and the modern consumer. ‘Spark the Next’ is an attitude. One that refuses the future that has been set. A clash of then and now to make what’s next. It’s all Sparked in the Ghibli Hybrid; Sparked in the people who drive it; Sparking the future.
Results
Results through from June 3 to July 18 far across Instagram and Facebook: • 27.9M Impressions • 7.5M video views • 1.2M Engagements • 7.5M Video views