The flagship brand of Italian design in the world turns 100
Challenge
Over the last 100 years, Alessi revolutionized the domestic landscapes of the world with objects that became real icons of international design. Although its great reputation, the brand has experienced a downsizing of its market due to the proliferation of competition over the years.
For its centenary, the brand has to celebrate its past but also express its ability to be an innovative player of the future.
Our campaign had to be very distinctive to reach the brand’s global target, during the most uncertain time we had: Covid-19 pandemic.
Key Facts
In our understanding, Alessi's longevity was based on its values
SOLUTION
They were and are the reason of its distinctiveness. We identified 12 of these values, we gave them a name and linked them with 12 new products, each signed by a different artist. Each month, for 12 month, we released a value with its own communication system, starting from 2 digital video.
In the first video, the protagonist is a famous person outside of the design world who represents the value in life. The second video is an interview conducted by Alberto Alessi himself, whose conversation with an international designer is an insight into the theme.
The campaign ran over 12 months on digital, social, website, e-commerce, point of sales and PR, with the release of new products and communication materials every month.
Key Takeaways
#1
Value-based communication is more important than ever to make people feel the brand‘s humanity.
#2
Long video contents are successful when really entertaining for the target.
#3
A centenary brand can still be revolutionary in its market.
Awards
NC Digital Awards 2022
1° Place “Digital Video Strategy Category”
NC Awards 2022
2° Place“Holistic Campaign Category”
L‘Italia Che Comunica 2022
3° Place “Branded Content Category"
