DUCATI
XDIAVEL 


CREATING A 360° CAMPAIGN
FOR THE FIRST EVER FEET FORWARD DUCATI CRUISER









CONCEPT 

THE GENTLEMAN AND THE BASTARD. EMBODIES TWO OPPOSITE AND COMPLEMENTARY SOULS: AN URBAN ONE, SOPHISTICATED BUT ALMOST REGULAR, AND A WILD ONE, BELONGING TO THE SPHERE OF EXTRA ORDINARY. 




THE STRATEGY 

THE BRAND STRATEGY MANIFESTO


CREATING A MANIFESTO TO COMMUNICATE THE X DIAVEL DOUBLE SOUL DNA ACROSS ALL BRAND CHANNELS

THE NEW XDIAVEL BREACHES THE WORLD OF CRUISERS, MERGING CONCEPTS THAT APPARENTLY STAND WORLDS APART. TRAVELLING AND RELAXING TO THE COMFORT OF FORWARD CONTROLS COMBINES WITH THE PERFORMANCE AND HANDLING OF A REAL DUCATI. THE NEW DUCATI TESTASTRETTA ENGINE RECONCILES THE TWO DIFFERENT PERSONALITIES OF THE XDIAVEL, ENSURING SUPERBIKE MUSCLE AND A FLAT TORQUE CURVE FROM THE LOW REV RANGE UPWARDS.





THE IDENTITY

FULL BLACK AND WHITE


TO UNDERLINE THE POWER OF OPPOSITES ANDTO CREATE THE TOUCH OF SOPHISTICATION AND PERFORMANCE 









THE TEASER CAMPAIGN 

GOING FULL BLACK 


CREATING A DIGITAL FIRST APPROACH BOOSTING THE LUXURY TOUCH OF THE XDIAVEL DESIGN TO CREATE MISTERY AROUND THE PRODCT BEFORE THE OFFICIAL LAUNCH PREMIERE








INSTAGRAM TEASER CAMPAIGN



ADVERTISING CAMPAIGN

ARE YOU READY TO CHANGE POSITION?


BUILDING THE STORYTELLING TO ENTER INTO THE CRUISER WORLD IN A TOTALLY DIFFERENT WAY.


>












CONCEPT /
BRAND STRATEGY /
CREATIVE DIRECTION: LUCA PILUTZA
PHOTOGRAPHY: RAQUEL CHICHERI
PRODUCTION: 515 / BLACK BOARD BERLIN 












Ru