SUPER CLUBS MEET SUPER CARS
The Brief
It’s one thing to put the golf clubs in the car. It’s a whole other thing to put the car into the golf clubs. When Callaway and Lamborghini decided to do exactly that, they called on us to drive the message.
The Client
Callaway Golf
The Challenge
Forged Composite, an encompassing technology co-developed by the industry leaders, took “lighter and stronger” to a whole new level. That’s a big deal on both the fairway and the raceway. We were tasked to rev up the rollout of a revolutionary product line that would align with two distinct brands and cultures while reinforcing the unique value each brought to the effort. Our experience producing partner-focused content for major brands was integral in navigating the process and meeting the mission.
The Approach
Having produced Callaway’s national broadcast and digital campaign for the world’s first GPS golf device with aerial imagery, we had a pretty good idea about the company’s innovative spirit. So we drove right in, producing design-driven broadcast and online content that emphasized the “emotional contours” of a revolutionary approach. Our vision was designed in concert with Lamborghini’s reveal of its sizzling new concept car.
Measurable Results
The campaign debuted at the Paris Motor Show, the world’s most visited automotive showcase. For drivers of both sports cars and golf balls, the immediate reaction was “wow!” Which leads one to wonder: What if these guys collaborated on a golf cart? Whoa.
The Takeaway
Form follows function. Except when function drives form. Combine them effectively, and a breakthrough product captures both imagination and market share.
“Golf is now relevant in the car world”
– Car and Driver