New GWM Ora EV struts its stuff at Melbourne Fashion Week in new campaign via The Hallway
As a proud sponsor of the Melbourne Fashion Week (M/FW) 2023, GWM has launched a campaign promoting the all-new Ora EV created by independent agency The Hallway. Designed and styled by former Porsche designer Emanuel Derta, the Ora is GWM’s first fully electric vehicle to be launched in Australia and NZ.
The Melbourne Fashion Week campaign celebrates the style, sass and self-assurance of the Ora EV with a collection of fashion-inspired headlines.
Says Aldo Ferretto, creative director, The Hallway: “Melbourne Fashion Week is the perfect place for the all-new Ora EV amongst all the flair and attitude of the world’s fashion elite. We know the vehicle is the ultimate statement in defiant design and trailblazing technology. However, we wanted to use this opportunity to showcase more than just its beautiful lines and innovative features. We wanted to give the Ora EV a voice that matched its bold and cheeky personality.”
Adds Steve Maciver, head of marketing and communications, GWM Australia & New Zealand: “We’re thrilled to announce our partnership with Melbourne Fashion Week 2023 as the official automotive sponsor. Just like the avant-garde designs showcased on the runway, the GWM Ora EV embodies cutting-edge style and technology. As a symbol of modern luxury, our collaboration with Melbourne Fashion Week perfectly aligns with our commitment to redefining automotive excellence.”
Beyond the campaign, the Ora EV will have an activation space at Melbourne QV, prime position at selected runway shows and will be chauffeuring VIP guests to and from various venues, stages and runways throughout the week-long event.
Leveraging programmatic outdoor capabilities such as proximity and time targeting, the campaign rolls out across more than 250 JCDecaux premium OOH sites throughout the Melbourne CBD and Melbourne QV.
GWM Australia
Head of Marketing & Communications: Steve Maciver
Marketing Specialist: Rebecca Jeffery
Creative Agency: The Hallway
Media Agency: Nunn Media
25 Comments
I like it
…move along!
Lovely work the Hallway.
Great work.
Straight to the point, simple, effective… like the good old days.
Nice homage to the Fallon McElligott Porsche work with the typeface & style.
Works well for tying in the Porsche link with the designer.
Good job.
But not as sharp and 60 years later
The last time I saw a car do something self-deprecating was VW Tough Sell.
… looks really nice. Car design does not.
What Fu**ing rip off
Refreshing to see that good OOH work is still out there in the world. Nice homage to 80’s auto advertising. NICE WORK!
To show that no amount of art direction can cover up a lack of an idea
Love it. Brilliant work Hallway.
Nice try.
Its as if H&M made a porsche ad. although i must say i reminisced when i saw. the old “supermodel’ pun again.
They sound interesting at first, but when you really think about them, what do any of them even mean? It all lacks substance, and not in a cool Gucci kind of way.
How can people be negative about this campaign?
What campaign?
Half of the people here have no idea about car ads, love your work hallway boys! keep up the great work.
…and maybe this includes you. The work here is extremely ‘yesterday’ and so, so very expected. I cringed at ‘Pret a Driver.’ This is not necessarily bad writing (We’d all offer up headlines such as these stinkers on our notes in the first 5 minutes of getting to work), but it wreaks of poor creative leadership.
Average, move on.
Its the simplicity of this creative approach that is so triggering for the simpletons bagging the work on this thread….
* Not affiliated with Hallway, just another passer by who values great work, no matter where it came from.
There’s a difference between simplicity vs vapidity iykyk
When you assume…
Please don’t write things like ‘so triggering’.Preferably don’t even use the word ‘triggering.
Thank you.