RE BRANDING
ABARTH.

THE JOY OF EMPOWERMENT.





Working on this project since day zero, curating the vision, the strategy, the visual identity and almost every little detail from a white empty paper to the headquarter, stores, websites, digital contents, print capaigns, ATL campaigns, documentary, product launches.

Karl Abarth founded Abarth & C in 1949, with over 10.000 individual race victories, 10 world records and 133 international titles are part of the racing heritage behind the Abarth brand, in fact, success in competition has always been one of the cornerstones of the Abarth legacy.

The problem to solve was to tell the awesome story of Karl to a younger target that do not know the heritage of this brand, in order to do that, after a huge research in history we decied to stay foccussed in the future vision, telling the stories without being tied in nostalgia.
Creating everithing under the original Karl Abarth statement:

"EVERITHING YOU KNOW ABOUT RACING CAR IS WRONG. NOTHING IS LIKE AN ABARTH. SIZE, SHAPE, SPEED AND SPRIT




VISUAL IDENTITY & BRANDING 






THE 1ST RPM COMMERCIAL



 

This is the first TV spot of the Abarth 500 re-birth. A sport car is supposed to go Fast, we decided to show it statically, without  moving the car and just mooving the point ov view.  We came up with the idea of the real Abarth engine sound connecting the point of view of the rev counter, all made in cgi and accompanied by Feeling good the
Nina Simone masterpiece.



PRINT ADV







DIGITAL BRANDED
CONTENTS


Following the Abarth history and the tradition of innovation,
this was the first Youtube mini documentary series made by the FCA group.
It was made to celebrate and to involve all fans and the new comers to this extraordinary brand.




LE STORIE DELLO SCORPIONE

from the fisrt teaser. 69 years in 15 seconds,
to the trailer and the YouTube mini documentary series.



























Client: Abarth
CEO: Luca De Meo
Brand Director:
Antonino Labate 
Marketing:
Salvatore Iuzzolini,
Francesca Singer, Silvia Lopez, Lucio Berta 
Year: 2006 - 2013
Agency: 515
Media:
Phisical and Digital,
Print ads, Website,
TV ads, Youtube.  


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Strategy and creative direction:
Luca Pilutza
Typology:
Full Service, Creative Strategy,
Concept, Art Direction,
Messaging, Branding,
Brand Design, Visual Identity, Typography, Stores and HQ archigraphic desig, Product Launches, Branded Contents,
Photography, Videography,
Productions.
Videography:
Mattia Napoli, Alessandro Pietrantonio, Nicolo’ Dragoni, Andrea Bertola. Voiceover:
Guido Meda






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