Pershing: PERSHING YACHT ART

Credits & Description:

Advertiser: PERSHING
Agency: TBWA\ITALIA
Category: Corporate Image
Account Executive: Carla Galvan (Integer Milan)
Producer: Federico Fornasari (Industrial Strange Milan)
Director: Gianluca Catania (Trees Home)
Art Director: Hugo Gallardo (TBWA\Milan)
Creative Director: Hugo Gallardo (TBWA\Milan)
Copywriter: Nicola Lampugnani (TBWA\Milan)
Copywriter: Valentina Barone (TBWA\Milan)
CDP: (First Floor Under)
Photography/Post Production: (LSD)
Client Service Director: Barbara Trivella (Integer Milan)
Art Director: Francesco Guerrera (TBWA\Milan)
Executive Creative Director: Francesco Guerrera (TBWA\Milan)
Art Director: Francesco Pedrazzini (TBWA\Milan)
Executive Creative Director: Nicola Lampugnani (TBWA\Milan)

Outcome
The P82' font has first of all generated a live event under the open sky. It generated entertainment and awareness on the brand, expanding its spell also on design and art lovers who are not possible buyers of the yacht. We have thus enlarged the boundaries of the brand. The main goal was reached when the P82' font was officially presented at the Salone Nautico di Genova, here we have in fact spoken directly to our target with an art exhibition.This generated an increase of 20% on visits to the construction site on behalf of possible purchasers and awareness on all nautical and non-nautical periodicals.

Client Brief Or Objective
After lots of thinking and sketching, Pershing is ready to launch the new P82'. The goal is to present it to the world, generating word of mouth both for the navigation sector and for the worlds that catch the target's attention (eg. lifestyle, design, innovation, news). Using a distinctive tone and experimental tools, finding a new communication code that differentiates Pershing from the competitors' communication that only speaks in a conventional way. Underling the characteristics that the new model represents: power and control. Performance and class. The P82' must become a tool that encloses many ideas. All exclusive ideas.

Implementation
The Pershing P82' is a yacht driven by ideas. It is in fact an icon of intelligence and innovation. For this reason we have moved forward and have transformed it into the most expensive brush in the world. The only one able to write on water. We have used its maneuverability and its strength to trace the lines of an idea that has lighted the sea for a full night. We have created the P82 font. The first form of writing created with a yacht. The only yacht that has created design with the propellers of his engine.

Brief Explanation
Pershing belongs to Gruppo Ferretti but in comparison to other brands of the group, it communicates less and is therefore less known. For this reason the goal is that of finding an idea that presents the brand and builds a new strong identity. The product's pluses are: power, sportiveness, innovation. Who drives a Pershing knows he is in control of an important emotion. For this reason, the idea that needs to be generated needs to transmit a deep emotion. The idea must convince potential purchasers and allow all those who cannot afford such a boat, to dream.