Adopting true luxury comms principles to outwit the conventions of the luxury car category could be seen as daring. Dispensing with the smug, self-reference and narcissism of the luxury automotive sector we created the line 'Dare Greatly' as the essence of how we communicate. This left us with a trust in the power of semiotics, secondary communication and our products doing all the talking for us.
Everything that we did conveyed Dare Greatly.
Our actions spoke louder than our words.