Beyond the Numbers

INFINITI came to ARGONAUT for a global brand campaign in the early years of my advertising career. I learned very quickly what “have you worked on a car brand” really meant. While Infiniti is certainly a well known car company, their brand really didn't stand for much and that was a large part of what was keeping them so low in the luxury car rankings. I supported on all levels of production and idea sell through - which was tough for a young agency working with an established brand. We brought the idea that INFINITI was made for those who go beyond the norm - progressive in nature and inspirational. As a global campaign this work ran in over 14 countries across the world including their key markets in China, Dubai and across Europe. All in all with localizations, cut downs, social 1:1 ratio edits and translations, we made over 100 pieces of content.