INFINITI

Carigami

Message-pivoting at lightning speed.

When Covid hit, the usual messaging around casual luxury and travel no longer resonated as people were frightened and confined to their homes, forcing us to rethink how we could continue engaging INFINITI’s social followers during an almost worldwide lockdown. By harnessing people’s extra time and their need for distraction, we identified an opportunity to offer something genuinely valuable to fans of the brand and created high-fidelity paper models of three popular INFINITI vehicles that could be printed and assembled at home. Promoted through videos, posts and stories across social channels and INFINITI’s website, the initiative brought our multi-continental lockdown team together to deliver an engaging campaign that proved hugely popular with online audiences and became INFINITI’s most successful social campaign to date, later expanding with two additional models including a Daniel Ricciardo special edition and a festive holiday version.

ROLE
CONCEPT • ART DIRECTION

SKILLS
CONCEPT • ART DIRECTION •
SCRIPT • SOCIAL POSTS

PROJECT TYPE
SOCIAL CAMPAIGN

Over the finish line with a new record:

+60%

Boost in engagement

42%

Conversion rate (downloads from web visits)

10M

INFINITI followers reached

10,000

Hours of making INFINITI Carigami paper models