THE NEW SYSTEM WAS DESIGNED TO MEET A PRACTICAL, EVERYDAY NEED: TO OFFER RETAILERS A FLEXIBLE TOOL THAT IS EASY TO UPDATE AND SUITABLE FOR USE DURING PRESENTATIONS. THE INDIVIDUAL PAGES, DESIGNED AS INDEPENDENT MODULES, CAN BE QUICKLY REPLACED, REMOVED OR ADDED, IN LINE WITH CHANGES TO THE PRODUCT RANGE AND THE SPECIFIC NEEDS OF FAST-MOVING PRODUCTS, WHICH MUST ALWAYS BE UPDATED WITH THE LATEST TECHNOLOGY. THIS APPROACH HAS MET THE CLIENT’S NEEDS, INCLUDING THE REQUIREMENT FOR A PRINTED TOOL, WHILE REDUCING THE ENVIRONMENTAL IMPACT AND CONTAINING THE COSTS ASSOCIATED WITH PAPER-BASED PRODUCTION.THE RESULT IS A CATALOGUE THAT CAN BE INTERPRETED AS A FLEXIBLE AND CONSTANTLY UPDATED SYSTEM, CAPABLE OF OVERCOMING THE STATIC NATURE OF THE CLASSIC FORMAT.

TO COMPLEMENT THE COMMUNICATION RELAUNCH, WE DEVELOPED DEDICATED MERCHANDISING FOR THE TRADE FAIR: A SERIES OF COORDINATED TOOLS DESIGNED TO REINFORCE BRAND PRESENCE, SUCH AS CANVAS SHOPPING BAGS, CORPORATE POSTCARDS AND A NEW TILE DISPLAY SYSTEM CONSISTING OF THREE MODULAR ELEMENTS THAT CAN BE USED INDIVIDUALLY OR IN COMBINATION WITH EACH OTHER, DEPENDING ON REQUIREMENTS.

CHAMPION EUROPE

ADV FALL/WINTER 2021

WITH THIS CAMPAIGN THE CONCEPT OF PHYSICAL ACTIVITY EXPANDS, EXCEEDING THE NEED FOR GYMS OR EQUIPMENT. PEOPLE ARE LOOKING FOR OUTDOOR SPACES, THAT ARE EASILY ACCESSIBLE, THAT ALLOW THEM TO EXPERIENCE THE ENGAGING POWER OF SPORTS IN ANY PLACE AND TIME, DRIVEN ALSO BY THE SPECIFIC HISTORICAL PERIOD IN WHICH WE ARE LIVING. A SIMPLE STAIRWAY OR THE TRAIL IN THE PARK IMMEDIATELY BECOME THE PERFECT PLACE TO DEDICATE SOME TIME TO OURSELVES.

THE LEADING FIGURES OF THE CAMPAIGN ARE NOT PROFESSIONAL ATHLETES, BUT ORDINARY PEOPLE, WHO, IN MOVING ABOUT THE VARIOUS CORNERS OF THE CITY ENJOY THEMSELVES WHILE DOING SPORTS, RELEASING ENERGY AND REDISCOVERING IN THAT DYNAMISM AN OPPORTUNITY TO ESCAPE. 

SPORTS IMAGES ARE ALTERNATED WITH IMAGES THAT ARE RELATED TO LIFESTYLE: PEOPLE STROLLING ALONG THE STREETS, WEARING VERSATILE CLOTHING THAT CONVEYS A SENSATION OF WELLNESS. THE CAMPAIGN DEPICTS THE COLLECTION IN AN EVERYDAY CONTEXT, WHERE THE CLOTHES ADAPT TO A NEW LIFESTYLE FOCUSSED ON THE PERSON AND THEIR PACE. 

IT IS PRECISELY THE AREAS ALL AROUND THEM THAT ENHANCE THIS DESIRE FOR PEACE OF MIND AND FUN: AS IF THE CITY ADAPTS TO NEW IMPULSES CHANGING ITS MOOD WITH BRIGHT COLORS TO CONTRIBUTE TO THAT FEELING OF JOY. THE LOCATIONS CHOSEN ALWAYS HAVE DISTINCTIVE COLOR SPOTS REFLECTING THIS SAME TREND.

REALITY AND DYNAMISM ARE KEY WORDS: THE LIGHT AND THE IMAGES SEEM TO WANT TO CAPTURE LIFE BITES WHERE EVERYTHING IS SHAPED IN AN INTENSELY REALISTIC WAY. A TRUE VISION IN WHICH TO LOSE OURSELVES AND WITH WHICH WE CAN IDENTIFY.

AS PART OF THIS PROJECT THERE WAS ALSO A CAMPAIGN VIDEO, CONCEIVED AS AN ADDITIONAL COMMUNICATION TOOL. JUST LIKE THE PHOTOGRAPHIC IMAGES, THE VIDEO PLACES THE FOCUS ON SPORT AS A DAILY ACTIVITY, TO EXPERIENCE ANYWHERE WE MAY BE AND IN A WAY THAT IS ENTIRELY PERSONAL. 

THE CHAMPION LEGACY FW21 CAMPAIGN HAS BEEN USED IN VARIOUS MARKETING ACTIVITIES. INSIDE THE STORES, STRATEGICALLY INCLUDED IN THE DISPLAY AREA AND IN THE WINDOW, ON SOCIAL MEDIA AND IN MAGAZINES.

CHAMPION EUROPE

SPRING/SUMMER 2021 ADV

CHAMPION EUROPE TURNED TO OUR STUDIO FOR THE DESIGN AND PRODUCTION OF THEIR NEW SPRING SUMMER 2021 CAMPAIGN FOR THE LEGACY COLLECTION.IN THIS CAMPAIGN, LEGACY IS NARRATED THROUGH PHOTOS THAT HIGHLIGHT ITS MOST DYNAMIC, SPORTY SIDE, INVITING THOSE LOOKING AT THEM TO RECOGNISE THEMSELVES IN THAT WILL TO ACT THAT CHAMPION HAS ALWAYS EMBODIED. WHAT WE WANTED TO BRING OUT WAS AN INTENSE DEDICATION TO A PARTICULAR DISCIPLINE, THE LIBERATION OF PUTTING YOURSELF OUT THERE, THE PSYCHOPHYSICAL WELLBEING THAT COMES FROM EXERCISING AND DEDICATING TIME TO YOURSELF. THE STORIES TOLD BY THE CAMPAIGN ARE DIVERSE, BUT THE EMOTIONS THEY CONVEY ARE COMMON TO US ALL, AND IT IS EASY TO FEEL INVOLVED.

THIS IS WHY WE DECIDED, TOGETHER WITH THE COMPANY, NOT TO USE MODELS OR WELL-KNOWN PERSONALITIES, BUT TO CHOOSE ATHLETES DEDICATED TO PHYSICAL ACTIVITY, FOR WHOM SPORT REPRESENTS AN ESSENTIAL PART OF THEIR DAILY LIVES. NOT ATHLETES AT A PROFESSIONAL LEVEL, BUT “CHAMPIONS” ALL THE SAME.OUR DESIRE WAS TO SHOW THE MANY FACES OF THE WORLD OF SPORT, AND HOW THE LEGACY SS21 COLLECTION COULD ADAPT TO DIVERSE BODIES, MOVEMENTS, NEEDS. OUR GAZE WAS FOCUSED ON DIFFERENT STORIES, IMMORTALISING THEM ONE BY ONE WITH THE AIM OF CAPTURING THEIR ENERGY.

EVERYTHING IS SHAPED AROUND THE INDIVIDUAL: THE ATMOSPHERE SEEMS TO IMMERSE US IN A SCENE FROM A FILM; THE IMAGE IS VERY REAL AND THE COLOURS ARE DELIBERATELY WARM TO INDUCE MORE EMPATHY IN THOSE WHO SEE THE CAMPAIGN. THE PEOPLE ARE CAPTURED WHILE PRACTICING WHAT THEY CAN REALLY DO WELL, AND THE RESULT IS TRULY REAL AND DYNAMIC. THIS DYNAMIC QUALITY IS ALSO REFLECTED IN THE CAMPAIGN VIDEO AND THE VIDEO CLIPS FOR SOCIAL MEDIA, WHICH WE PRODUCED TO COMPLETE THE PROJECT.

GROOVY 2021 LAUNCH CAMPAIGN

LET YOURSELF GET INVOLVED, #THINKGROOVY!

WE HAVE REALIZED THE 2021 LAUNCH CAMPAIGN. ONCE THE COMMUNICATION OBJECTIVES WERE ESTABLISHED, WE STARTED FROM AN IN-DEPTH TREND RESEARCH TO DEFINE WHAT THE CONCEPT OF THE CAMPAIGN WOULD BE.

IN A LAUNCH CAMPAIGN, THE PUBLIC MUST RECOGNIZE THE IDENTITY VALUES OF THE BRAND AND, AT THE SAME TIME, BE STIMULATED BY SOMETHING NEW THAT TAKES MARKET TRENDS INTO ACCOUNT. OUR RESEARCH HIGHLIGHTED A GROWING ATTENTION TO SOCIAL CONNECTION, POSITIVE MESSAGES AND AN EMPATHIC APPROACH. HENCE WE FOCUSED ON PROPOSALS THAT MANAGED TO CONVEY OPTIMISM AND A SENSE OF LEVITY, REVEALING A MORE PERSONAL SIDE TO THE PUBLIC.

THE CLAIM HAD A FUNDAMENTAL ROLE. #THINKGROOVY WAS THE RESULT OF A CAREFUL COPYWRITING WORK AND OUR CONTINUED DIALOGUE WITH THE COMPANY”. STARTING FROM
THE CONSIDERATIONS EMERGED DURING THE TREND RESEARCH, THE CLAIM SEEKS TO UNDERSCORE THE ATTITUDE OF GROOVY, WHICH HAS ALWAYS BEEN EXTREMELY DYNAMIC AND
ENGAGING, NOT ONLY IN TERMS OF ITS PRODUCTS, BUT ALSO IN ITS DEALINGS WITH RETAILERS. THE REGISTER IS INTENTIONALLY FUN AND EVOCATIVE, AND THE IDEA BEHIND IT IS
TO IMPRESS A CONCISE AND EFFECTIVE MESSAGE IN THE MIND OF THOSE WHO READ IT.
#THINKGROOVY GIVES ROOM TO INTERPRETATIONS AND BECOMES PART OF A LONGER-TERM COMMUNICATION, WHOSE ULTIMATE GOAL IS AN ALL-EMBRACING INVOLVEMENT OF THE PUBLIC WITHIN THE GROOVY VISION. #THINKGROOVY, A DAILY “WAY OF THINKING”.

THE GRAPHICS WERE MADE TO EMPHATICALLY CONVEY THE CLAIM AND THE CAMPAIGN ITSELF, ENHANCING THE FINAL RESULT WHILE ALSO KEEPING THE GROOVY DISPLAY AS A FOCAL POINT; THE MESSAGE BECOMES THE PROTAGONIST WITH AN ALL-OVER PATTERN THAT LEVERAGES THE GROOVY COLOURS. WE HAVE EXPANDED THE COLOUR PALETTE BY DESIGNING THE MAIN TONES IN A LIGHTER AND AIRY VERSION, WHILE REMAINING CONSISTENT WITH THE COORDINATED IMAGE OF THE BRAND. THE CAMPAIGN IS COMPLETED BY THE INCLUSION OF THE KEYWORD “CHANGE” AND AN ICONIC GESTURE, WHICH SYMBOLIZE A MORE POSITIVE MESSAGE WHICH ENHANCES #THINKGROOVY WITH SOMETHING MORE. A DECISIVE INVITATION TO ACT DEDICATED TO RETAILERS. THIS PROJECT IS THE LINCHPIN OF ALL THE BRAND’S ANNUAL COMMUNICATION, AND INFORMS THE DEVELOPMENT OF CONTENTS AND APPLICATIONS FOR THE OTHER CHANNELS. WE PREPARED DIFFERENT VERSIONS OF THE SAME CAMPAIGN, SO AS TO SHARE A MORE CONTINUOUS AND VERSATILE STORYTELLING WITH THE PUBLIC.

ILLUMINA ADV

COMMUNICATING LIGHT.

LODI ADV

VALUES AND COMPANY STRATEGICAL AREAS.

LODI S.P.A. COMPANY, SET IN FABBRICO (REGGIO EMILIA), SINCE 1958 MANUFACTURES COMPONENTS FOR AGRICULTURAL MACHINERY, TRACTORS AND EARTH MOVING MACHINERY. GREAT RELEVANCE WAS PLACED IN THE DESIGN AND REALIZATION OF THE ADVERTISING COMPAIGNS TRANSMITTED VIA WEB AND PRESS, WHICH HIGHLIGHTED COMPANY VALUES AND SOME OF THE COMPANY STRATEGICAL AREAS, LIKE: TRADITION, INNOVATION, INTERNATIONALITY, TECHNOLOGICAL AVANTGARDe, CO-DESIGN ENGINEERING, QUALITY AND PRODUCTION STRENGHT.

VELOSYSTEM ADV

SPORTS ADVERTISING.

SESSANTALLORA ADV

EVERYTHING IS COMMUNICATION.

THE ADVERTISING COMPAIGNS LISTED BELOW REPRESENT A SELECTION OF THE WORK WE DID FOR SESSANTALLORA BRAND, WITHIN A WIDE-RANGE COOPERATION PROGRAM THAT INVOLVED MANY DIFERENT FIELDS, FROM THE DESIGN AND REALIZATION OF THE SHOP IN CARPI, THROUGH THE COMMUNICATION, THE PRODUCT DESIGN AND THE DEVELOPMENT OF THE VARIOUS PRODUCTS. EVERYTHING IS COMMUNICATION AND THE OBJECTIVE WAS TO ALLOCATE AND MAINTAIN A COORDINATED COMPANY IMAGE ON ALL INSTRUMENTS.