Saab— A State that’s Utterly Free
How does an unconventional Swedish automotive brand compete against the multi-billion-dollar marketing machines of German luxury giants?
We made Saab's outsider status a badge of honor for independent thinkers welcoming them to The State of Independence.
Saab: “Welcome” launch anthem
Concept & Copy: Ray Johnson Art Direction: Tom Quaglino Broadcast Director: Tony Kaye