Infiniti’s mission is to empower humans through innovative technology, challenge expectations and break conventions. So for the launch of the new Infiniti Q30, partnering with the rustic, regional Mornington Peninsula Picnic seemed like an unusual pairing.
Luckily, Adam D’Sylva—Infiniti ambassador and head chef of Coda and Tonka—knows a thing or two about bold combinations.
We deftly wove the brand’s position into the sponsorship, using Adam’s ambassadorship to connect with a target audience of progressive, adventurous individualists on their home ground — a gourmet food and wine festival.
To create the campaign, we drew on Infiniti’s own brand manifesto—being bold, pushing boundaries, and creating surprising connections—and designed the ‘Infiniti Table’ experience.