Ferrari World
360 Global Launch

When Ferrari launched their theme park in Abu Dhabi it was their first leap into the advertising world. The first time they genuinely wanted to throw the hallowed gates of Maranello open and invite the public into their world to to get behind the wheel and experience the thrill, the history and rivalries, from the factory, to the tuscan hills to F1. It’s finally your turn to hold it together under G-Forces usually reserved for race car drivers and fighter pilots.

Mama Mia, the passione! The garlic! The glitz and grit! The swag! The forza! It’s an explosion of the Rosa dream!

After winning the pitch as ACD I was writer and creative lead for the whole launch including: TV, cinema, print, outdoor, radio, digital, social, B2B, park signage, collateral, tickets, maps, VIP gifts, etc.

Global Pitch - Find your Forza

How do you appeal to mom’s and kids without alienating the Motorheads? How do you answer the “Maybe we need a character” issue while avoiding the cheesy critter trap? We also wanted to make something tangible with function and revenue potential.

If Formula1 has Tifosi, then Ferrari World has Forza – the Ferrari spirit waiting within.

Collaborating with Ferrari designers keeps the Forza collection100% ownable and on brand, while also creating IP that keeps on giving. We could make dozens of these. We started with four.

EVERYONE HAS A FORZA

It’s the spirit of Ferrari – a character-based belief system and personality type to bridge the technical world of race cars and the inner child that loves theme parks. The power, the glory, the beauty, the history, the roar, the face-smooshing G-Force, with a tangible form. What starts my Forza’s engine will be different than yours. If your Forza wants gelato, maybe indulge after the coaster, not before. Don’t piss off your Forza.

Digital teasers zip through online content, projections whip through movie theaters. On the microsite fans find their Forza and targeted attractions that’ll bring their personal Forza to life. You can customize and order your own toys, swag via brand partnerships, Forza avatoars for gaming partnerships, loyalty points, in-park mobile games and VIP perks.