Lamborghini has launched its 'With Italy, For Italy. 21 views for a new drive' campaign, to promoted the brand's Italian heritage.
The new initiative aims to highlight the country's unique qualities throughout the various regions with a large-scale photographic project.
Now, the project has been scaled up to include the Asia Pacific region as well. In other words, you get to see Italy through the eyes of Lamborghini.
While the series started in Italy, the Italian manufacturer wanted to also portray the Asia Pacific region as a region of excellence, talent, heritage and innovation - all features deeply embedded in the DNA of Lamborghini. It selected five local artists and photographers to illustrate aspects of Italy, while capturing the essence of Lamborghini, within their own, unique hometown.
Lamborghini Asia-Pacific has turned the work into a mini documentary series, 'illustrating the region's myriad cultures, beauty and individuality'. The journey begins in Thailand, where photographer Jirath Wongprayit melds the iconic scissor doors with a 'winged angel'. In India, you see the hues of Puglia through the eyes of a local artist while in South Korea, Ojun Ahn and Shinseok Kang find harmony between traditional Korean architecture and the design of the Urus.
In Akihabara, the birthplace of Japanese pop culture, the Aventador S Roadster is captured by Takaaki Tsukahara merging fantasy and reality. Finally, it's on to our local market in Australia, where Melbourne gets a gong. Michael Amarico highlights the futuristic design of the Huracan EVO RWD Spyder. It's distinct style and aesthetic is depicted through the concept of light painting, combined with the colours of the Italian flag.
Throughout December, the artworks were given as much visibility as possible through all the official social media channels online, and Francesco Scardaoni, Regional Director of Automobili Lamborghini Asia Pacific, it's a significant cultural project for the brand and the region. "With Italy, For Italy is a cultural and social project that communicates Lamborghini's love for its home country, with the aim of shining new light on the extraordinary wealth of treasures it harbours."
"To bring this emotion closer to you, we transcended boundaries to bring the spirit of Italy to Asia-Pacific through the lens of passionate artists to show how this love translates globally to the countries it has reached."
While there's a tendency to feel a little ho hum when car companies go all arty, there's a lot to be said for some beautiful images after the year the world has had in 2020. There's no doubt Lamborghinis have always been beautiful cars and this a great showcase of it.