Aston Martin
18 cars sold in one evening.
6 in the entire prior year.
The Aston Martin 100th anniversary and James Bond 50th campaign ran across Kuwait and Dubai, timed to the global premiere of Skyfall. The concept was story-led and built around events: cars from Bond films on display, the premiere passing through the venue and Gemma Arterton at the Dubai event.
18 cars sold in one evening, against 6 in the entire prior year. The DBS Volante 007 edition sold out globally, at about £48M in revenue.
ContextHistorical portfolio work from Tarek Jouda’s career. Shown as experience, not as a Donalep client engagement.
Figures as published in the original case study.
Event film: Aston Martin centenary, Burj Al Arab, Dubai
Campaign and event photography
The strategy behind the moment.
With a luxury brand the product is rarely the point. The feeling, the story and the moment people remember are the point.
The Skyfall premiere offered a cultural moment with global reach. The challenge was to connect it to a local market in a way that felt earned. The answer was to make the event itself the campaign: real Bond cars, a real premiere and a real link to the film.
Flying a car above one of the world’s best-known buildings was a statement, made with a clear reason behind it.
Campaign elements.
- Event concept and creative direction across Kuwait and Dubai
- Timed to the global Skyfall premiere in the Aston Martin centenary year
- Bond film cars on display at both venues
- Gemma Arterton at the Dubai event
- Aston Martin DBS Volante 007 launch activation
- Burj Al Arab stunt with a car suspended above the landmark
- Regional and international press coverage
- Cannes Lions nomination and KREA Award