The presentation of the advertising campaign for Italian shoes took place on March 29 in Moscow.
New ad campaign ANCI (National Association of Italian Footwear Manufacturers) will be held under the slogan "Taste of Beauty." The author of the concept was a famous advertiser Oliviero Toscani (Oliviero Toscani), who worked for the company for 20 years Benetton.
He focused on the qualities inherent in the best product samples. "made-in-Italy". “I tried to combine truly Italian values, which are our wealth, taste and beauty. I thought for a long time what could be associated with Italy. - Oliviero Toscani tells about his plan, - I didn’t want to limit myself to one woman, because Italian shoes make any woman beautiful. And I chose tomato, basil and mozzarella. Firstly, because I believe that pizza is the top of the design, it is something ingenious in the perfection of form. Although this is just a piece of dough and some ingredients on top. I took the idea of pizza as a basis. Secondly, because this color scheme coincides in color with the Italian flag and in the simplest form combines our main pleasures - food, fashion and beauty. ”
New campaign ANCI designed to draw attention to those features that allow you to immediately identify products «made-in-Italy» and thanks to which she receives high praise all over the world: cultural value, originality and quality of performance.
“We asked Oliviero Toscani to take as a basis for our new advertising campaign those specific qualities and products by which our country is recognized and valued abroad,” the president emphasizes. ANCI Vito Artioli. - And this image has become the personification of taste, tradition and style - that is, all that prompts consumers to choose Italian shoes. After all, he is sure that he will find in it the same qualities that are inherent in the universally famous and beloved Italian cuisine. ”
The creative decision of a new image seduces and tempts all our senses at once, urging us to enjoy color combinations, taste sensations and the fruits of Italian craftsmanship: a shoe with an intricate heel and a bright red-green pattern on a white background ... as if it reflects the “caprese” located nearby - a kind of tricolor made up of a tomato, a ball of mozzarella and a sprig of fragrant basil. And the slogan “Taste of Beauty” calls for a taste of the true Italian style.
During the upcoming international advertising campaign, a new image ANCI will appear on city highways and at major airports, on the Internet - at major Italian and European sites and fashion-blogs, as well as at exhibitions organized by ANCI.The presentation of the new advertising campaign took place in one of the most prestigious Moscow restaurants (naturally, with Italian cuisine) Semifreddo. Dinner was organized. ANCI with the assistance of the Institute of Foreign Trade of Italy and the Russian press office "Greenville A.G."