Italian shoes will advertise tomato, basil and mozzarella
The presentation of the advertising campaign for Italian shoes took place on March 29 in Moscow.
New ad campaign ANCI (National Association of Italian Shoe Manufacturers) will be held under the slogan "Taste of Beauty". The concept was created by 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 examples of " made - in - Italy " products. "I sought to unite truly Italian values, which are our wealth, taste, and beauty. I thought long and hard about what could be associated with Italy," Oliviero Toscani explains of his concept. "I didn't want to limit myself to just one woman, because Italian shoes make any woman beautiful. So I chose tomato, basil, and mozzarella. Firstly, because I believe pizza is the pinnacle of design, something ingenious in its perfection of form. Even though it's simply a piece of dough with some ingredients on top, I took the idea of pizza as a basis. Secondly, because this color scheme matches the Italian flag and, in its simplest form, unites our greatest pleasures—food, fashion, and beauty."
The new ANCI campaign aims to highlight the characteristics that immediately identify “ made in Italy ” products and for which they are highly valued throughout the world: cultural value, originality and quality of execution.
"We asked Oliviero Toscani to base our new advertising campaign on the distinctive qualities and products that make our country recognized and appreciated abroad," emphasizes ANCI President Vito Artioli. "And this image has become the embodiment of taste, tradition, and style—everything that motivates consumers to choose Italian footwear. After all, they're confident they'll find the same qualities inherent in the world-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, ANCI's new image will appear on city highways and at major airports, online on key Italian and European websites and fashion blogs, and at exhibitions organized by ANCI . The presentation of the new advertising campaign took place at Semifreddo , one of Moscow's most prestigious restaurants (naturally, serving Italian cuisine) . The dinner was organized by ANCI with the assistance of the Italian Institute for Foreign Trade and the Russian press office of GREENVILLE A.G.
The presentation of the advertising campaign for Italian footwear took place on March 29 in Moscow. The new advertising campaign of ANCI (National Association of Italian Footwear Manufacturers) will be held under the slogan ...
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