Creativity

Aston Martin: Rapide. True Power Should Be Shared

Rapide campaign attempts to woo the uber-luxury market

Published on Jan 13, 2011

Editor's Pick

R/GA London created this interactive campaign for Aston Martin's $200,000 funmobile, the Rapide.

The campaign revolves around a three-part series of films and includes a number of interactive elements.

The first installment of the films is live now at Astonmartin.com/rapide and revolves around four action-movie type characters on a mission. Content will also play out through Facebook, YouTube and Twitter, with the film's characters tweeting throughout the campaign.

The brand also partnered with luxury brands including Bang & Olufsen, Jaeger LeCoultre, Bill Amberg, Louis Roederer, and Ozwald Boateng and viewers who crack codes embedded in the films can win goods from the brands.

Music artist and producer Swizz Beatz appears in the film, contributed to the score and will release a Rapide mix at the end of the campaign.

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About

Credits

Date
Jan 13, 2011
Agency:
R/GA London
Client:
Aston Martin

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