Darmon Milano - "Ugo"

Grey United Milan, Italia

4387

Título	Ugo
Agencia	Grey United
Campaña	Soften yourself - Darmon
Anunciante	Darmon Milano
Marca	Darmon Milano
Posted	Julio 2008
Producto	Darmon Cashmere
Sector Empresarial	Ropa de hombre
Lema	Soften Yourself
Sinopsis	The campaign was developed into 3 subjects, 3 portraits of people wearing Darmon cashmere.
Filosofía	We wanted to break the ties with the previous communications, opting for a witty and unusual communicative style which is rare in fashion. There are no classic fashion models, but people looking mad, bad and dangerous to know. Definitely no oil paintings, then. The head 'Soften yourself' plays wittily with the visuals, emphasizing the softness of Darmon fabrics, 'hoping' that its extraordinary softness would go beyond the simple tactile experience and actually mellow even the harshest personalities.
Problema	Darmon Milano is a brand with a long tradition in fashion, and its name is a guarantee of style and quality. The main object of the press campaign was the cashmere line; the objective was to differentiate the brand from the glossy, often too uniform communication typical of its sector.
Medio	Publicidad en revistas
Mercado	Italia
Director ejecutivo de creación	Pino Rozzi
Director ejecutivo de creación	Roberto Battaglia
Responsable de conceptos / redactor	Luca Beato
Director artístico	Micol Talso
Fotógrafo	Paolo Zambaldi
Comprador de arte	Maria Benenati
Jefe de cuentas	Marianna Tognini
Supervisor depublicidad	Andrea Monteverdi