How do you sell a car that you can’t sell? That was the brief. The Alfa Romeo 33 Stradale, a tribute to the legendary 1967 icon, came back in a limited run of just 33 units, each rumoured to cost around €3 million, and every single one already sold before launch. So we made a campaign that didn’t try to sell it. Instead, we had fun with the fact you’ll never get your hands on one.