Lotus – Evora

INTRODUCTION

This campaign was created to launch the first all-new Lotus sports car in over a decade.

The Lotus Evora is a 2+2 sports car, with a mid mounted engine that takes you from 0 to 60 more quickly than you can read this.

It's launch also gave us the chance to re-ignite the Lotus brand, positioning Lotus as the individual's choice, whilst establishing the Evora as the epitome of that discernment, measured by a full order book.

STRATEGY

The world is getting blander, the high street is homogenised. People buy the same sports cars to flaunt them as a badge of success. Lotus said “enough.”

Porsche, Mercedes, Audi, BMW, they're everywhere. People saying 'look I've made it'. Style over substance – image, the modern malaise. Well, that's not the Lotus way. Independence of spirit, unerring commitment to doing it their way – almost to the point of extinction. Know who you are and be who you are is the Lotus way.