Italian shoes will advertise tomato, basil and mozzarella
05.04.2011 3006

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 (Национальной ассоциации производителей обуви Италии) пройдет под слоганом «Вкус красоты». Автором концепции стал знаменитый рекламист 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». «Я стремился соединить воедино истинно итальянские ценности, которые и являются нашим богатством, вкусом и красотой. Я долго думал, что же может ассоциироваться с Италией. – рассказывает Оливьеро Тоскани о своем замысле, - мне не хотелось ограничиваться одной женщиной, потому что итальянская обувь делает красивой любую женщину. И я выбрал томат, базилик и моццарелу. Во-первых, потому что я считаю, что пицца – это верх дизайна, это нечто гениальное по совершенству формы. Хотя это просто кусочек теста и сверху какие-то ингредиенты. Я взял за основу идею пиццы.  Во-вторых, потому что эта цветовая гамма совпадает по цвету с итальянским флагом и в самой простой форме соединяет наши главные удовольствия - еду, моду и красоту». 

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." 
Презентация рекламной кампании итальянской обуви состоялась 29 марта в Москве. Новая рекламная кампания ANCI (Национальной ассоциации производителей обуви Италии) пройдет под слоганом…

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