Launching an electric grand tourer without a single specification.

Halden's first grand tourer was excellent and arriving into a category that advertises only numbers. Range, torque, charge time. Halden's numbers were competitive, not remarkable. The brief asked us to compete on them anyway.

We declined the brief and proposed another: launch the car the way a watch is launched. No figures on any surface. A campaign called ‘Arrive rested’ about the drive from Los Angeles to Palm Springs, shot at dusk, with the specification available only on request.

The configurator we built is the only one in the category that opens on the interior. Media ran in architecture and design titles, not motoring press, and the launch event was a dinner.

Every allocated launch unit was reserved before the first review was published. The reviewers, when they came, quoted the campaign.