Lamborghini
Launches and reveals
Automotive
Lamborghini Urus SE Regional Premiere.
Press by day, spectacle by night.
Client
Lamborghini
Capability
Launches and reveals
Sector
Automotive
Concept, experience design, media session, reveal staging, production and on-ground management.
01
The brief
Premiere the Urus SE to the region's press, VIPs and influencers.
02
The insight
The Urus SE is Lamborghini's first plug-in hybrid SUV: a V8 and an electric motor in one car. The campaign called it two hearts. A car with two hearts deserved a premiere with two acts.
03
The concept
Two acts. By day, a closed media session. By night, the reveal, built as theatre.
04
The build
The media session ran first, behind closed doors. The night belonged to VIPs and influencers.
What happened.
Two acts, one day, 300+ VIPs.
