How do you build excitement for the launch of a car that's so classified, you’re not legally allowed to show it?

This was the challenge facing Alfa Romeo Australia when promoting a new supercar, due to be revealed over 14,000km away in Milan via live stream.

Speculation around the design was rife, but with every detail top secret, we needed to get creative.

$450,000 earned media

218% increase social engagement

829% increase ave. organic reach

2024 MADC CREATIVE SHOWCASE — WINNER — DIGITAL & SOCIAL : NON-CHARITY

2023 Epica Awards — SHORTLIST — CREATIVE USE OF AI

Agency: Cummins&Partners
CD: Heath Collins
ACDs: Chay O’Rourke & Chris Ching
AD: Alice Tran