Jung von Matt/Limmat celebrates automotive masterpieces with Idris Elba

Car enthusiast and award-winning actor Idris Elba discovers his "lifelong passion" for cars in a new film for Grand Basel, the ultimate show for automotive masterpieces. Jung von Matt/Limmat has been assisting Grand Basel as global creative and European PR lead agency for several months.


The Grand Basel Show starts its worldwide tour this September in Basel. The film offers an exclusive visual foretaste. In the film, Idris discovers characteristics that make cars masterpieces and seeks answers to the question of what gives a car its soul. Thanks to his experience with various communities of car connoisseurs during the filming of the series "No Limits" and "King of Speed", Idris Elba is also the perfect representative to establish the car as a cultural asset. The setting of the film is of particular importance, as it was shot in the iconic Lingotto car factory in Turin. The viewer is thus shown the connection between cars and art, design, architecture and lifestyle.


Long-term mandate for Jung von Matt/Limmat

Following the agency evaluation at the end of 2017, the creative agency developed a long-term and comprehensive communications strategy for the global market and is implementing it itself across Europe with public relations, social media and content measures. To this end, the Jung von Matt team works with a network of selected partner agencies.

The new website communicates the values and goals of Grand Basel as well as important features of the show such as the exclusive exhibition concept or the expert curatorship.

A unique exhibition

The new film with Idris Elba gives a foretaste of the first Grand Basel Show, which will be held in Basel in September 2018. The show is curated by international leaders in the automotive, art, culture and design sectors. The first Grand Basel will be held in Basel, Switzerland, September 6-9, with additional shows planned in Miami Beach, February 22-24, 2019, and Hong Kong in May 2019.

Stars on four wheels

The four cars in the film with Idris Elba represent the past, present and future. The actor drives in the important 1978 Lancia Sibilo Bertone as well as the bold 2015 Zagato Mostro. Also seen in the film are the 1931 Alfa Romeo 6C 1750 GS Zagato with a body custom designed by Giuseppe Aprile and the 2018 GFG Sibylla, designed by Giorgetto and Fabrizio Giugiaro.

The perfect location

The filming took place in the avant-garde Lingotto building on Via Nizza in Turin, Italy. Originally designed as Fiat's production facility, the building rose to become the world's largest car factory. The unique design called for cars to be moved up inside the building as the manufacturing process progressed, finished directly under the roof, and test driven on the rooftop test track.

Responsible at Grand Basel: Lana Nyfeler (Global Head of Communications), Mark Backé (Global Director). Responsible at Jung von Matt/Limmat: Samuel Wicki (Creative Direction), Michelle Danilschenko, Jannic Mascello (Art Direction), Adrian Haut, Fiona Gottwald, Jan Rohleder (Project Management / Consulting), Christoph Kinsperger, Laura Saner (Media Relations / Content / Social Media), Hendrik Wernze (Programming), Christian Koop (Technical Direction), Dennis Lück (Executive Creative Director), Cyrill Hauser (Chief Client Officer). External partners: Elias Ressegatti (director); Daryl Hefti (cinematography); Chocolate Films (film production); Michela Trümpi (producer); Philippa von Wittgenstein (production management); We Are All Astronauts (music); Peter Bräker (sound effects); Jingle Jungle (sound).

More articles on the topic