The challenge was to develop a new campaign for Europe, Asia and the Middle East. By repositioning completely the brand and working on its authentic and emotional value, our aim was to connect with a more mature target audience.

This campaign is a celebration of the path less travelled, our campaign inspires you to seek out new experiences, break new ground and invent new ways to enrich your lives and your urban environments. Which is why every element of the interactive media campaign is centered around one challenging, thought- provoking question:

“When was the last time you did something for the first time?”

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