Darmon Milano - "Ugo"

Grey United Milan, Itália

4445

Titulo	Ugo
Agência	Grey United
Campanha	Soften yourself - Darmon
Anunciante	Darmon Milano
Marca	Darmon Milano
Posted	Julho 2008
Produto	Darmon Cashmere
Sector Empresarial	Vestuário Masculino
Legenda	Soften Yourself
História	The campaign was developed into 3 subjects, 3 portraits of people wearing Darmon cashmere.
Filosofia	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.
Tipo de Mídia	Publicidade em revistas
Mercado	Itália
Director executivo criativo	Pino Rozzi
Director executivo criativo	Roberto Battaglia
Redator	Luca Beato
Director de arte	Micol Talso
Fotógrafo	Paolo Zambaldi
Art Buyer	Maria Benenati
Supervisor de conta	Marianna Tognini
Supervisor de publicidade	Andrea Monteverdi