Maserati Levante Launch Campaign
Maserati was looking for a bold campaign to launch their first-ever SUV, the Levante, in the US and China. I led the pitch that ultimately beat Wieden+Kennedy for the honor.
One of the most famous and enduring brand symbols, the trident, has been the storied Italian automaker's badge since 1914. Somewhat surprisingly, Maserati had never produced a campaign that tapped into this heritage. Tridents were thought to have mystical powers--Neptune, Poseidon, and Shiva all wield one. So we used it to position the brand and the Levante as the choice of a select few.
Maserati felt this work captured their spirit so perfectly that they’ve made it the anthem for the brand.