The new chapter of the #driveyourstory journey is a global-integrated campaign introducing
the new Carrera Spring-Summer 2022 Collection as an urban trip in NYC.
the new Carrera Spring-Summer 2022 Collection as an urban trip in NYC.
The protagonists drive their story from the on-the-road heritage through the innovative values of the city, until the final destination on a rooftop: the symbolic place where Carrera's audience wear the daring attitude of the brand.
global woman
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She represents the new independent female target and innovative urban values.
global man
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An independent biker coming from the desert looking for new opportunities.
He represents the traditional target motor passionate.
usa man & woman
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Two on-the-road travelers coming from the desert.
They represent the traditional target and the heritage of the brand.
Gen z
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A young urban rider who represents the new Gen Z target and the innovative values of the cities.
CREDITS
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Agency: TBWA\ Italy
Chief Creative Officer: Mirco Pagano
Creative Directors: Vittoria Apicella, Frank Guarini
Creative Supervisor: Alessia Milla
Creative Directors: Vittoria Apicella, Frank Guarini
Creative Supervisor: Alessia Milla
Art Directors: Linda Pugnetti, Eleonora Preziosi
Copywriter: Silvia Belà
Account Director: Claudio Mapelli
Copywriter: Silvia Belà
Account Director: Claudio Mapelli
Account Executive: Marzia Orsini
Director & life style photographer: Riccardo Vimercati
Life style photographer: Amina Marazzi Gandolfi
Still life photographer: Gabriele Inzaghi
Producer: Silvia Congiu
