Lamborghini
Launches and premieres
Automotive
Lamborghini Urus SE Middle East Premiere.
The region's first look at the Urus SE.
Client
Lamborghini
Capability
Launches and premieres
Sector
Automotive
Who came
Press by day, clients and influencers by night
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 was an invited reveal for clients and influencers.
The impact
The region's first look at the Urus SE.
The media had the Urus SE to themselves in a closed session. That night, clients and influencers watched it revealed around its two hearts.
