Calligaris appoints Pubblimarket2 to ideate and execute its new AD campaign
Following a creative consultation process involving several Italian agencies, Calligaris chose Pubblimarket2 as its creative partner in the production of a new AD campaign to be launched worldwide in April 2020.
Pubblimarket2 announces an important new assignment: following a creative review involving several Italian agencies of international standing, Calligaris, an international brand of designer furniture, chose the creative ideas of Pubblimarket2 for its new rebranding campaign.
The brief: to explore and extend the concept of “MY HOME”, imbuing it with a whole range of new meanings linked to the way homes today reflect the style and personality of the individual more closely, becoming more immersive and desirable; to associate the world of furnishings and design with that of people’s lifestyle, making the company’s brand image and personality more emotionally engaging.
Pubblimarket2’s response centred around the concept “My life, my style”, as Creative Director Alberto Di Donna explains: “New York, Milan, London, Tokyo: every city has its own style, every personality its own look; we all have our own individual way of expressing ourselves and of marking our mark on the world. Our clothes, gestures, ideas, habits and even the place where we live all contribute to making up our individual style: a “total look” that extends beyond the confines of our own body, to create a living space that resembles us and reflects our own personality.”
Pubblimarket2 was in charge of both shooting (selecting locations, photography partner, video-maker and models) and producing the various ad formats (single and double-page ADs, billboard banners, video ads for social media and Google ads), for 3 of the campaign’s 4 concepts: Pure, Natural and Urban. The fourth theme, Glam, will be produced in the coming months. A short video will also be made to introduce the new concept. The campaign will be broadcast worldwide and publication of the first key concept will take place in April 2020 in USA, UK, France and Italy.
“We are really happy to be able to work alongside Calligaris, an important international brand that is growing steadily and is rapidly becoming a trend-setter in the world of designer furniture. The client loved our approach and internationally-oriented project and entrusted us not only with developing the creative concept but with managing the campaign as well. We also believe that at a time like this, which rewards brands like Calligaris that manage to keep communication channels with customers open, our project has added value. But that’s not all: there’s also a precise intention to inspire customers and guide them towards making stylish purchases – declares Giacomo Miranda, who concludes: “In this critical period – which has in any case allowed many people to rediscover the pleasure of leafing through an interior design magazine, and plan how to redecorate their home – we are certain that the creativity we have placed at the service of Calligaris will draw the attention of a wide and variegated public.”
Stefano Rosa Uliana, CEO of the Calligaris Group, says: “Of all the agencies we contacted, Pubblimarket2 was the one that best understood who we are and what Calligaris stands for, and that managed to capture it in one single shot: a shot that inspired us to produce all the materials that will be revealed to the market over the coming months and that represent precisely the message we wanted to convey to our customers. We have worked extremely well together, in the right spirit of enthusiasm and collaboration, and I am more than satisfied with the result. I am sure that in the coming months there will be other opportunities for us to continue to tell the company’s story together.”