Client: ALFA ROMEO
Meet the client
We are thrilled to welcome Alfa Romeo as this year's client for the summer school. Alfa Romeo is an Italian car manufacturer, founded in 1910. The brand is known for sporty vehicles and has been involved in car racing since 1911.
During the years Alfa Romeo has been marketed with different slogans like: "The family car that wins races" (1950), "racing since 1911" (1960), "if this kind of handling is good enough for our racing cars, it’s good enough for you." (1970) and "The car you drive to work is a champion". More recent slogans used are "Mediocrity is a sin", "Driven by Passion", "Cuore Sportivo", "Beauty is not enough" , "Without heart we would be mere machines", and "It's not a car, it's an Alfa Romeo." As part of its marketing policy, Alfa Romeo sponsors a number of sporting events, such as the Mille Miglia rally in Italy.
In 2015, a new logo was unveiled at a press event. The logo colors have been reduced from four to three: the green of the biscione, the red of the cross, and the dark blue of the surrounding ring. Other changes are a new serif type face, and the absence of the split white and light blue fields, replaced by a single silver textured background.
What does the client do?
During the summer school, you will work in small international teams on an advertising campaign for in response to their brief. On Monday, you will be briefed and have a chance to meet the client and on Friday you are expected to present your pitch to a jury of advertising professionals and client representatives!