On the occasion of the launch of the new Ypsilon HF and HF Line, Lancia celebrates its sporty spirit with 777

Lancia is back on the market with two highly anticipated models: the new Ypsilon HF and HF Line, both of which are inspired by the brand’s more sporty side.

The ad was created by the 777 agency, which is a collaboration between Armando Testa and Herezie, and it highlights the different features of the two new Lancia models, emphasising the performance of the Ypsilon HF 280CV and underlining the eclectic aesthetics of the Ypsilon HF Line.

The soundtrack accentuates the history and the performance of the two cars as they drive through a modern city, with visuals and sounds growing ever more emphatic: a mix of sound design that combines the distant echo of the trumpeting of an elephant with the rhythm of the percussion, to bring to mind the symbol used when the brand was founded and its history, the little red elephant.

This symbol is featured along with the two letters HF on the body work and the interior details of the two Ypsilon cars. It is also to be found in images and even in the sky as clouds take shape to form it. It’s the silhouette that dominates in the final packshot of the two cars side by side and it signs off as the key visual of the story.

The creative idea has been developed for TV, press and radio as well as the brand’s social and digital channels.

CREDITS:

Advertising Agency: 777
Executive Creative Director: Andrea Stillacci
Creative Director: Raffaele Balducci
Art Director: Alessio Caminiti; Federico Albanese, Davide Cortese
Copywriter: Marta Foli
Graphic Motion Design: Thomas Marino
Account Team: Marco Evola
Production Company: BUDDY Film
Executive Producers: Alessio Gramazio
Director: Di – Al
DOP: Diego Indraccolo
Senior Producer: Elena Marabelli
Costume Designer: Miriam Mora
Set Designer: //
Film Editor: Matteo Motzo
Post Production Video: Band
Post Production Audio: Disc To Disc

Music:
Title: Trumpeting
Composer: Eraldo Bernocchi, Lorenzo Esposito Fornasari
Publisher: Antiphona
Master: di proprietà Bernocchi, Fornasari