Maserati chooses 777 to celebrate the upcoming year of the tridente.

The joint venture created by Armando Testa and Herezie has won the pitch organised by Maserati to celebrate the centenary of its symbol. 

777, founded by the union of two independent agencies Armando Testa (Italy) and Herezie (France) has been assigned the global communication campaign dedicated to the centenary of the Tridente, the iconic symbol of the Maserati brand.

It was back in 1926 when the legendary Tridente created by Mario Maserati, the artist in the family, appeared for the first time on a vehicle.  It had been inspired by the statue of Neptune in Bologna. A symbol of strength, courage and determination, still the brand’s clear personality even today after almost 100 years. 

Maserati has selected  777 to communicate this important anniversary with a global campaign developed over hero videos, OOH and DOOH. Visual storytelling over time highlighting the spirit of the brand: passion for performance, beauty of Italian design and the ability to reinvent itself without ever betraying its origins. 

That’s how the Tridente came to life, connecting brand heritage with outlook towards the future, while upholding the dream and energy which have made it iconic.

“2026 will be a year of great celebrations dedicated to the emblem which has made us famous all over the world: the Tridente, created exactly a century ago.  The campaign that we will create with the  777 team will represent the common thread of the activities, ensuring continuity in the omni-channel approach and the omni-funnel which is central in all our actions.” states Pietro Zambetti, Maserati Brand Creative Director.