SAAB

SAAB North America wanted a rebrand. It had always had a great record for safety, but having just redesigned all their cars with larger engines and new technology, they wanted to step into the performance space - wondering if they could leverage their aeronautical background. But one big questioned reamained, how could they do it without alienating the huge number of SAAB loyalists who fell in love with SAAB’s outstanding record on safety.

The campaign below was the answer and also won us the pitch. We ran newspaper ads, TV ads, built trade show installations and created all kinds of work for the dealer groups; all with the idea that performance and safety need not be exclusive.