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Carrera Invites You to a Brand New World

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Wieden+Kennedy Amsterdam campaign lays foundations for brand's long-term global platform

Carrera Invites You to a Brand New World

 

Inspired by the brave and daring attitude of the Carrera Panamericana, Carrera has racing written in its DNA. Under the new moniker "Racing since 1956", Carrera merges the fashion and the racing world, rediscovering its heritage and talking directly to those who choose to live in the fast lane of life.  Created with advertising agency Wieden+Kennedy Amsterdam, this new campaign will lay the foundations for Carrera's long-term global brand platform, launching in key markets with OOH, global events, point of sale activations and online with banners, films, social media and a brand new website, which launches today. 
 
In line with the campaign the new Carrera website embraces the brand's heritage, bringing to life the racing attitude with determined visuals and bold graphic elements. The user is at the core of the web design, with the full product catalogue being brought to life with large images and intuitive interactions, ensuring a fast and clear navigation. A fashion editorial approach provides background to the brand and collections creating inspiring shareable content that ladders up to the racing attitude. Carrera - you race or you don't. 
 
Credits
 
CARRERA
Global Head House Brands: Nicola Giorgi
Designer: Nicola Bonaventura
Senior Brand Manager Safilo Brands: Andrea Bocchiola
Communications Manager: Susan van Deth
Digital Marketing: Elisa Zangirolami
Brand Manager: Ilaria Donato
Web Developer: Paolo Stefan
Web Designer: Giovanni Scalabrin
 
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath & Eric Quennoy
Creative Directors: Rosie Bardales, Alvaro Sotomayor, Edu Pou
Art Director: Riccardo Rachello, Siavosh Zabeti
Copywriter: Ebba Hult
Creative Technologist: Paul Skinner
Interactive Director: Andrew Allen
Interactive Producer: Matthew Ravenhall
Strategic Brand Planner: Daisy Andrewes
Communications Planner: Richard Oldfield
Group Account Director: Eva Rausch
Account Director: Eleanor Thodey
Account Manager: Rachel Mays
Business Affairs: Emilie Douqué
 
INTERACTIVE PRODUCTION
 
PRODUCTION COMPANY: RANDOM STUDIOS
Design Director: Vinny Lowe
Lead Designer: Leigh Hibell
Designers: Demian Hamann, Timo Kuilder, Olle Larson
User Experience: Richard Overboom
User Experience Consultant: Jamie Foggon
Technical Lead: Hugo Dechense
Developers: Paul Brand, Patrick Brouwer, Bas Simons, Martijn Eerens, Paul Tondeur
Animation: Coen Grift, Ben Wegscheider
SEO: Geert Faber
QA: Spritecloud
Producer: Monique Richards
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lbbonline.com, Wed, 17 Apr 2013 13:38:42 GMT