DUCATI
XDIAVEL 


CREATING A 360° CAMPAIGN
FOR THE FIRST EVER FEET FORWARD DUCATI 







CONCEPT IDEA

THE GENTLEMAN AND THE BASTARD. EMBODIES TWO OPPOSITE AND COMPLEMENTARY SOULS:
AN URBAN ONE, SOPHISTICATED BUT ALMOST REGULAR, AND A WILD ONE, BELONGING TO THE SPHERE OF EXTRA ORDINARY.








BRAND STRATEGY

CREATING A MANIFESTO TO COMMUNICATE THE X DIAVEL DOUBLE SOUL ACROSS ALL BRAND CHANNELS

THE NEW XDIAVEL BREACHES THE WORLD OF CRUISERS, MERGING CONCEPTS THAT APPARENTLY STAND WORLDS APART. TRAVELLING AND RELAXING TO THE COMFORT OF FORWARD CONTROLS COMBINES WITH THE PERFORMANCE AND HANDLING OF A REAL DUCATI. THE NEW DUCATI TESTASTRETTA ENGINE RECONCILES THE TWO DIFFERENT PERSONALITIES OF THE XDIAVEL, ENSURING SUPERBIKE MUSCLE AND A FLAT TORQUE CURVE FROM THE LOW REV RANGE UPWARDS.








THE IDENTITY

FULL BLACK AND WHITE

TO UNDERLINE THE POWER OF OPPOSITES AND
TO CREATE THAT TOUCH OF SOPHISTICATION









CREATIVE DIRECTION 

GOING FULL BLACK 

CREATING A DIGITAL FIRST APPROACH TEASER BOOSTING THE LUXURY TOUCH OF THE XDIAVEL DESIGN TO CREATE MISTERY AROUND THE PRODCT BEFORE THE OFFICIAL LAUNCH PREMIERE








INSTAGRAM TEASER CAMPAIGN



ADVERTISING CAMPAIGN

ARE YOU READY TO CHANGE POSITION?

BUILDING THE STORYTELLING TO ENTER INTO THE CRUISER WORLD IN A TOTALLY DIFFERENT WAY.


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CREATIVE DIRECTION
CREATIVE STRATEGY
ART DIRECTION
BRANDED CONTENTS
DESIGN


MARKETING DIRECTOR: PATRIZIA CIANETTI
MEDIA: EVENT, WEBSITE, PRINTED TOOLS,
DIGITAL BRANDED CONTENTS.


CREATIVE DIRECTION: LUCA PILUTZA
DESIGN: PAOLO FENOGLIO, LUCA PILUTZA
PHOTOGRAPHY: RAQUEL CHICHERI
VIDEOGRAPHY: ALBERTO CHIMENT, ANDREA BERTOLA,
MARTINO PELLION DI PERSANO
PRODUCTION: BLACK BOARD BERLIN
AGENCY: 515










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