Release to recharge
• WDKA | Alfa Romeo | 2023 •

BRIEF
There is an opportunity for brands to take the lead on emotional literacy, empowering people to embrace the full spectrum of their feelings, and to give them encouragement and safe spaces to tackle these tricky but ultimately enriching conversations. Come up with a (new) proposition for Alfa Romeo and create a campaign based on this insight
PROBLEM
Alfa Romeo uses the word emotions a lot, presenting themselves as a brand of passion, but they never show real emotions. Instead they show ‘picture perfect’ images which are not relatable to many people.


INSIGHT
For most people, a car is more than a vehicle, it’s a way to express the emotions that we suppress or don’t always share with others; your full spectrum emotions.
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CONCEPT
A car needs to be a symbol for letting your undesired emotions out instead of showing off perfect images that are not relatable. This is why we are showing the car as your place to shout it all out. No limits or rules! We show real people, real shouts and real cars.


SOCIALS
We translated this concept into social stories, surprising you with unexpected, unfiltered emotions in a place where you don't expect them. Imagine doomscrolling, until you suddenly hear a loud scream.
FORGET RAGE ROOMS
To deliver the full 'Release to Recharge' experience, we place installations in Alfa Romeo dealerships. When you are having a good, bad or confusing day, take a seat in an Alfa Romeo, choose your surroundings and music, and release all your emotions. By mounting a camera to the car, we capture these releases to share our full spectrum emotions.






