ALPINE

FULL CONTACT SPORT

INFINITI Q50 All Wheel Drive campaign devised for Winter in the alpine regions of France, Switzerland and Italy.

The INFINITI Q50 Sports sedan has an unique all-wheel drive system connected to a world-first DAS (Direct Adaptive Steering system. These two technologies together mean that each wheel acts alone - driving traction or braking - with fully adjustable feedback for the driver through the steering wheel. We attributed this system to the way an ice-climber scales a frozen waterfall - each of his four points of connection or traction needs to work independently from the other, yet in unison, for full control. Essentially this is a Full Contact Sport.

For this project we adapted source photography originated by the INFINITI global advertising agency in New York. The supplied images (of the car only) were colour-corrected to suit Europe and EMEA markets. Details such as badges, wheel design and even the ride-height of the car were adjusted to meet European regulations. To bring relevance to the campaign and improve visual impact for the alpine regions, we integrated an ice-climber. Gargoyle led this process throughout, working closely with partners in London.

This campaign broke new ground for INFINITI as it was the first time a person had appeared in such an image, previously launch communications featured only the car. Gargoyle are always keen to push projects and clients into new areas and this time it really paid off, with high level Q50 Test Drive requests throughout the region.

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Thanks to Saddington Baynes and TMW Unlimited, London.