Aston Martin’s new brand platform, Intensity.Driven., is designed to capture the human emotion of the driving experience and the performative luxury of the sports cars themselves. Long-form copy was always part of the overall brand strategy to evoke the sensation of driving an Aston Martin. Each piece of writing, whether for a brand film, print advert, or social film script, uses emotional, poetic language that is above all authentic to the brand.
What did the judges have to say?
Strip away every other element of the campaign – voice, sound, film, graphics, biometrics – and the writing still stands up on its own. Particularly in the print executions, there is great skill in the way the copy sustains the intensity level without tipping into pastiche, and nails the closing line each time. Excellently crafted writing for a big brand.Nick Asbury, Writer, Asbury & Asbury
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