Bo Hylén: Freedom on Wheels

What makes a good story? Ideally, it has a captivating start and an exciting end. Let’s try! If Bo Hylén can do it by staging the new Maserati Ghibli, so can we.

Listening to people complain that no one can just reinvent the wheel, we began wondering how there can be any progress!? We found the answer in cultural theory which basically says that progress can also arise from transmitting an original to the present.

Maybe Bo Hylén did not use this approach, but definitely a similar one, for transmitting the picture series of the new Maserati to Copenhagen. By contrasting the bicycles and the cycling city with the Maserati driving experience, he creates a fascinating picture.

As a perfect transmission of its Ghibli-predecessor from 1967, the Maserati with its economy, the optional panoramic roof, the aerodynamic look and the special four-wheel drive comes suspiciously close to natural driving enjoyment. So, of course, Bo Hylén strikes the right chord in Copenhagen with his decision to create an atypical advertisement and a more urban, city-friendly Image.

In this campaign, he skillfully plays with the contrasts of mobile people on bicycles and the ecofriendly lifestyle of the world’s second-largest cycling city while managing to give the car a personal note that is perfectly integrated into the cityscape, or at least communicates adaptability and integration.

In such an ecosensitive world at a time when people are looking for values again and tend to refuse imposed advertising, Maserati found the perfect transmitter of the car’s quality and functionality with Bo Hylén.