Bea World Festival
MASERATI MMXX WORLD PREMIERE MC20
  • B2C Digital/Hibryd Event
  • BEST B2C EVENT (> €500.000)
  • Brand Experience
  • Digital Transformation
  • Digital/Hybrid Brand Experience
  • Use of Technology

MASERATI MMXX WORLD PREMIERE MC20

Nationality:
Italy
Client company:
MASERATI
Organising company:
FEELROUGE WORLDWIDE SHOWS
Year:
2020
1st BEA WORLD GRAND PRIX

Category Winner

2nd B2C Digital/Hibryd Event
3rd Digital Transformation
1st Digital/Hybrid Brand Experience
2nd Use of Technology

Special Prize

1st BEST BEA WORLD EVENT AGENCY

The Event

“Time to be audacious” show, a symmetrical experience live and digital. A “racing opera”, born from the sound, voice and heart of Maserati, to guide the guest through its vision to unveil the new MC20

Maserati “Time to be audacious” is the definition and the common denominator, which inspired this project. Starting from the brand’s vision and to transcend genres and definitions, the show was designed to blend real and virtual in a symmetrical experience between live and digital. A colossal screen, a monolith emptied inside and a sky to complete the anamorphic and alienating nature of the scene. A halo of cars as a parterre to host part of the public and a functional location: the Modena racetrack. A temporary theatre in a racetrack to host a “racing opera”, a celebration of legendary daring and style. The concept originates from the sound and is based, also visually, on the interpretation of the brand’s voice, creating parallelism with the beating heart of the Maserati genius: the Neptune engine. The pace is fast and cinematic to guide the user through the contemporary vision of the brand, paving the way for the unveiling of the new MC20.