Alpine has launched a fresh and dynamic print campaign to promote its first-ever fully electric compact sports car, the A290. Created by the renowned agency BETC Étoile Rouge, the campaign highlights the car’s sleek and refined design with a unique artistic touch.
The A290, recently named “Car of the Year 2025,” is showcased in an aerial view, highlighting its elegant curves and sporty appeal. True to the brand’s identity, the campaign emphasizes lightness, one of Alpine’s core values, portraying the car as not just a vehicle, but a symbol of freedom and driving pleasure.
The campaign features the A290 from multiple angles, set against a serene blue sky that mirrors the car’s striking color. This iconic design approach resonates with Alpine’s signature message: “The irresistible attraction of lightness,” a promise that fans of driving excellence will recognize.
Since its unveiling in mid-February, the campaign has been rolling out internationally across various platforms, including print media, outdoor billboards, and events, further establishing Alpine’s presence and showcasing the A290 as a car that brings both style and sustainability to the road.
CREDITS
Brand: Alpine
Brand Managers: Antonino Labate, Arnaud Belloni, Alexandra Madiot-Gasse, Patrick Fourniol
Ad Agency: BETC Etoile Rouge
Agency Managers: Fabien Idoux, Sherelle Ramire, Emma Canard, Anne Cauvin
Executive Creative Director: Nicolas Lautier
Art Director: Rayhaan Khodabux
Assistant Art Director: Maeva Ricardo
Strategic Planners: Mattia Bellomo, Jules de Gaulmyn
Creative Resources Manager: Nina Kaufman
Production Companies: Prose On Pixels, Studio Feeling
