The campaign sought to show how La Nuova Dolce Vita (meaning the new sweet life) is represented in different big cities around the world, through exclusive experiences and places.
The result was a series of videos in which local influencers were the guides in exploring each city.
For this global campaign, the personalities who were selected included chef Massimo Bottura based in Modena Italy, three-star Michelin chef Peter Knogl from Basel, Switzerland, Takayuki Yamada, an actor and director based in Tokyo and Kyoto, actor Hans Zhang from Shanghai, vocalist Adam Levine of Maroon 5 from the US and Tim Raue, a Berlin chef.
South Korea marks the latest chapter of this campaign. Actor Jung Haein was selected as the main protagonist of the Korea campaign. Ferrari said his urban and clean image and calm voice are in harmony with Roma's refined design and beautiful visual.
The elegant figure of Roma shone in the background of Seoul, including Gwanghwamun, Namdaemum, Namsan and the Han River, where tradition and modernity, tranquility and dynamism coexist.
Actor Jung Haein remarked in the video that a sweet life exists all around us.
To him, La Nuova Dolce Vita is a feeling of excitement and having a different perspective as if looking at the world for the first time.
The Roma is a mid-front-engined 2+ coupe. It was launched in Malaysia in June, priced from RM968,000.
