The Bologna Motor Show and Armando Testa. Join forces for the 12th consecutive year. Here is the advertising campaign for the 36th International Motor Show.
For the twelfth consecutive year, the Armando Testa agency is managing the advertising campaign of the Bologna Motor Show to be held on 3 to 11 December (1 December dedicated entirely to the press and 2 December to the press and trade professionals).
GL Events and Armando Testa will once again work together to communicate the myth of the car and an event, the Motor Show of Bologna, which, for thirty six editions, has been attracting car lovers from every part of Italy, allowing them to experience the most exciting and unique performances in the world of international car shows.
The image chosen to promote the event is an historical icon recognised by millions of people, which has been reproduced and parodied by many artists. And so – just as that iconic image has become the most original banner for generations of collectors – our image will also be the symbol for all those car lovers and enthusiasts who, year after year, come to the Motor Show.
In fact, the image of four pilots walking is the symbol of this “motion” and of all the engine lovers moving towards the Motor Show of Bologna, the capital of the car world.
The campaign has been on air in specialised publications since September, and from November will spread progressively to billboards, daily newspapers and magazines, radio, internet and TV.
The creative design was by Federico Bonenti (copy) and Lorenzo Tommasi (art) under the creative direction of Michele Mariani.
The photo was taken by Andrea Melcangi of DV Milano.