BYD DeLorean
Don’t go back to the past.
It makes no sense for a brand built on the future to live in the past. Does it? That’s the joke and that’s the provocation.
Don’t go back to the past. All of this to launch a new car that looks at the past, without ever wanting to return to it. BYD DeLorean. Taking the hype around the car and the film and turning it into something new. In the U.S., where BYD is still far from the cultural centre of the EV conversation, anchoring the brand in an American icon like the DeLorean could be a way to earn attention before earning market share.
What does AC/DC have to do with BYD? More than it seems. Before it became the name of a band, it was already the language of electricity. Alternating current. Direct current. Energy in motion. Which makes a soundtrack reference and becomes part of the idea itself.
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Creative Concept, Direction & Design: Wess Alves
Copywriting: Leo Vituri
Video editing and design: Jorge Matheus
Song: Lucas Alves
