Pubblimarket2 creates the new “IT’S MORE” campaign for CMP.
Having supported outdoor clothing brand CMP for over 8 years, Pubblimarket2 has created the new brand campaign entitled “IT’S MORE”. Firmly rooted in the present circumstances, the project was enthusiastically received by the brand. The campaign is already live on its social channels and will also be present in CMP monobrand stores as well as all European dealers with ads in sector magazines and a video.
Owned by Vicenza-based company Fratelli Campagnolo, CMP designs and produces technical sports clothing that is popular around the world. Since its inception, the brand has encouraged its consumers to experience the simple and authentic joys of the fresh air; underlining this philosophy and sharing the brand’s values has never been more important.
Starting from this reflection, Pubblimarket2 gave life to the new “IT’S MORE” campaign for CMP, a client it has been supporting for over 8 years.
“When we analysed new consumer requirements, we realised that sports activities, following a period of lockdown, have become a rediscovery of pure and heartfelt emotions experienced in the fresh air”, said Cristiana Feruglio, Account Executive and Customer Manager. She continued, “as soon as we took this information on board, we developed the IT’S MORE campaign, a concept that is as concise as it is complex, as the user can interpret it in multiple ways. They are invited, in fact, to consider their personal perspective of things at a deeper level. The campaign headline – It’s more than just a rock. It’s freedom – shines light on the mountain, which ceases to be just a part of the natural world and instead becomes the key to rediscovering freedom. Different variations of the campaign are on the cards to spark further inspirations about the value of each experience”.
Targeted at lovers of the great outdoors, the campaign homes in on different subjects linked to the specific activities and situations CMP products are designed for. Trekking and trail running are currently being showcased, however, in the winter months, the focus will shift to the world of skiing.
“The synergy between our team and the team at Pubblimarket2 is particularly evident in this project”, said Alice Testi, Head of Marketing at CMP. “Not only did we like the creative idea, but we also appreciated the agency’s sense of initiative, and its ability to anticipate our needs and communication goals which, as we all know, change very quickly in situations like the present one”.
The campaign is now live on the brand’s social media. Pubblimarket2 also developed the launch strategy and creative formats for these channels. The campaign will shortly also be launched in CMP monobrand stores and all European dealers with adv campaigns in sector magazines and a video, also created by Pubblimarket2.