Ferrari is celebrating its 60th anniversary in 2007 with a major event from June 21st to June 24th in Maranello, Italy. Maranello will be the finish line in a relay race across five continents where participants will carry a baton embossed with symbols of the 60 greatest moments in the company’s history. The relay represents an extraordinary, collective sign of enthusiasm that will bring together Ferrari clients and their cars representing every model and era.
The Ferrari 60 Relay will kick off on January 28th in Abu Dhabi, site of the future Ferrari theme park, and conclude in Maranello on June 24th, after traversing about 50 countries in 148 days. The central theme of the final events is technological innovation pioneered by Ferrari in the 60 years of its existence. For the occasion, Ferrari is assembling its 60 most important innovations, ranging from aluminum pliers for disc brakes to the electric differential and the F1 gearbox.
Against this backdrop Ferrari has organized its first Concours d’elegance: a series of events on the track, at the factory, and at the Galleria Ferrari in Maranello celebrating the elegance of the Ferrari. An Opera Omnia book will be published on the company’s history, a collection of pictures and data on all the road cars and race cars built by Ferrari.
The baton for the Ferrari 60 Relay was specially created to symbolize the history of the company, from its first success at the Rome Grand Prix of 1947 to the Ferrari FXX of 2006. Our clients will carry the baton around the world in their cars. Each country along the way will dedicate to Ferrari an object representative of their local culture and traditions. The local Italian Embassies will then forward the objects to the Farnesina Palace in Rome for an exhibition of the whole collection. Once the exhibit is over, the objects will be auctioned off in Maranello, with the proceeds going to a charity organization.
From Abu Dhabi, the long relay will proceed to Dubai, Oman, Qatar, Bahrain, Kuwait, and Saudi Arabia. From the Emirates, it will head east, to Singapore, Malaysia, Hong Kong, China, Japan, Thailand, Indonesia, Taiwan, Australia, and New Zealand. From Oceania, it will fly to South Africa and then on to Latin America, reach Mexico, and from there continue on to the United States and Canada. Then to Europe, where it will cross Portugal, Spain, France, Luxembourg, Belgium, Holland, the United Kingdom, Greece, Russia, Finland, Sweden, Denmark, Germany, Switzerland, Austria, the Czech Republic, Hungary, Slovenia, and Turkey. It will then touch Egypt and Lebanon, and finally to Italy, where it will touch all the main cities finally arriving, after a special ceremony in Rome, in Maranello.
Of particular interest are the 60 symbols created for the 60 events. Enamel reproductions of them by Editalia (Gruppo Istituto Poligrafico e Zecca Dello Stato) will be applied to the baton, and 60 posters of the symbols will also be made. What makes these symbols unique is the fact that they were produced by six different creative teams, guaranteeing a vision of the whole of great graphic and symbolic interest. The following advertising agencies were the creators: Iniesta e D’Adda, Lorenzini, Vigorelli, BBDO, Alessandro Migliorini of Area Creativa, Marco Morosini, Enzo Naso of the eponymous firm, and Wolfgang Seidl of Seidldesign.