New York, Milan, London, Tokyo: each city has its own style, each personality its own look, each of us has its own way of expressing itself and leaving a personal mark on the world. Clothing, ideas, habits, gestures and of course also the place where we live: everything contributes to determining our style, a "total look" that extends beyond the boundaries of our body to give life to an environment that reveals something about us. This is the concept behind "My life. My style.". The new campaign conceived and produced by Pubblimarket2 for Calligaris, with worldwide media planning, tells four styles and different settings for a total of nine subjects, declined in single page and double page format.
To emphasize and support the campaign message, an emotional and inspirational video concept was created by Pubblimarket2, which enhances the difference in the way we live. The editing, the result of the union between the footages collected during the location shots and the one taken during the lifestyle shots, is characterized by a distinctive music that emphasizes its dynamism.
Calligaris ha scelto il canale digitale per interagire con agenti e partner worldwide, alla luce dell’impossibilità di incontri fisici e fiere durante il lockdown. Il progetto, pensato per comunicare oltre alla collezione 2020 soprattutto la nuova filosofia e identità del brand, è stato tradotto da Pubblimarket2 con l’organizzazione, gestione e direzione creativa di un digital sales meeting. L’agenzia ha inoltre realizzato i diversi contenuti multimediali, di brand e di prodotto, a supporto dell’evento stesso.
Pubblimarket2, dopo la realizzazione della nuova campagna advertising worldwide, ha realizzato il video manifesto identificativo della nuova identità aziendale del brand Calligaris, espressione di vision e valori, evoluzione e rappresentazione dei target e vissuto del prodotto nei diversi momenti della vita quotidiana. Una nuova filosofia di brand, per una realtà storica del design made in Italy.
Nove video, a presentare la nuova collezione 2020 e l’approccio total look del brand. Ideati e realizzati dall’agenzia, i video raccontano le nuove proposte di prodotto attraverso la voce dei designer che li hanno progettati, soffermandosi sui dettagli, le lavorazioni e le innovazioni funzionali. Un racconto di stili e luoghi di vita, per rispondere al meglio all’evoluzione costante della richiesta di una clientela internazionale.
The concept video was the starting point for a series of 8 "and 15" videos, made specifically for publication on the main Calligaris social channels. Up to six videos have been created for each style: the protagonists are the Calligaris tables, chairs or sofas which are framed by different settings.
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The campaign concept was also declined in a numerous series of web banners, intended to be planned on the main design and furniture websites, as well as in social networks.
Pubblimarket2 oversaw and coordinated the entire production of the photo and video shooting for the realization of the "My life. My style." campaign. Priority for shooting and filming in locations featuring the products of the Calligaris collection, expertly combined with the most suitable settings to best represent each of the styles chosen for the campaign.
For the lifestyle shooting, a street style approach that reflects the reality of different styles and personalities was preferred.
