INEOS Grenadier

National launch

Are you brave enough to reveal your edges?

A bold positioning campaign that breaks the mold.

CHALLENGE

For those who don’t compromise

The INEOS Grenadier is not your typical 4x4. Its raw essence and no-frills design make it a product that’s proudly unpolished — different, divisive, and defiantly non-trendy. It’s built for those who want to express their uniqueness without compromise. From day one, we knew the Italian launch needed a campaign that didn’t just talk about a vehicle — but about a mindset. An untamed, unapologetic audience unwilling to bend to the mainstream. So we shaped that attitude into two words that say it all: “Smussatevi voi.”

IDEA

A campaign as sharp as the vehicle

We turned the Grenadier’s core features — iconic design, essential engineering, unstoppable performance — into a bold value-driven narrative. A manifesto against sameness, the campaign came to life across social, digital, radio and outdoor, built around the metaphor of the square block: a stand against conformity and a celebration of unyielding character.

At the center of the video-manifesto: a massive, unbreakable block of marble — symbol of the Grenadier’s strength and integrity. A timeless visual metaphor for a brand (and a driver) that doesn’t sand down its edges to fit in. With a new payoff that defines its spirit: “Decisamente Controcorrente.”

IMPACT

A new standard of individuality

We matched this new positioning with a bold, unmistakable tone of voice — one that honours the uncompromising nature of Grenadier’s audience. A world where everything is squared because everything is solid, unshakable, like a block of granite.

«With this campaign, we wanted to celebrate the essence of the INEOS Grenadier — a 4x4 that doesn’t bend, doesn’t adapt, and doesn’t ask for permission. It’s a statement of strength, character, and independence. We translated those qualities into a visual and verbal language that leaves no room for doubt» - Mauro Feliziani, Arkage Creative Director

The campaign sparked curiosity and conversation, establishing INEOS Grenadier not just as a car, but as a cultural statement. A rallying cry for those who stand their ground and own their difference. It’s not about polishing your image. It’s about standing firm — and standing out.