November, 2022 – The winners have been announced for the 2022 Art Directors Club Italia Awards, the most coveted prizes among the creative community in Italy.
Maserati is delighted to announce that “Everyday Exceptional”, the film made for the Global Premiere of the Maserati Grecale, has won gold in the Brand Entertainment category and the special Best Use of YouTube award.
The former, one of the most coveted of all the categories, is intended to acknowledge the quality of a video production that represents a radical change to the conventional language used for communications: Everyday Exceptional has managed to transform a Global Premiere into genuine entertainment, reaching a much broader and more diverse audience.
Conversely, the latter award recognises creativity in campaigns that performed the best on a single platform. The film made for the new Grecale SUV has captured the attention of users from beginning to end, made possible by its original and engaging script. In only a few weeks on YouTube, it has received thousands of views.
The Global Premiere of the Maserati Grecale has been an extraordinary success, adding a gold award from the critics to fans’ plaudits for a veritable film d’auteur. The undisputed leading role was taken by the new Maserati SUV, alongside two stars of Italian and international cinema, Alessandro Borghi and Matilda De Angelis, as well as Klaus Busse, Maserati Head of Design.
The two actors staged a challenge focusing on the final feature of the Grecale, to find out which one of them knew more about how the new model is the best in its class.
The new SUV strikes the right balance between versatility, elegance, performance and innovation, with the ability to guarantee performance, comfort and safety, all at the same time; these features are all combined with its uncompromising driving pleasure and epitomise the concept of the “Everyday Exceptional” on four wheels.
In a simultaneously minimal and impressive setting, the jokes came thick and fast, mentioning not only the features of the Grecale but also Maserati’s innovation, creativity and unique style.
“We’re proud of this award, but we’re even more proud to present the Maserati Grecale with the Global Premiere of a film d’auteur”, noted Paolo Tubito, Chief Marketing Officer at Maserati. “This is a renaissance for our brand and a time to raise its profile. The video we have received an award for emphasises our courage and expresses the ability to make the everyday exceptional at the wheel of the Grecale”.
The creative idea was developed by Independent Ideas, a Publicis Group agency, in collaboration with AKQA New York. The producers were Indiana Productions, the director was Tobia Passigato and BCW Milano dealt with the launch on social media. The video interpreted Maserati’s bold character, with the ability to produce more and more spectacular digital events on the houseof.Maserati.com platform, worked on by Monogrid and Independent Ideas.
The “Everyday Exceptional” film, made for the Maserati Grecale Global Premiere, can be viewed here.
