Four images celebrate the value of everyday life composed of intimate, authentic situations and lively personalities
To give continuity to its strategic and positioning journey on which it embarked with a recently presented upgraded brand image, Franciacorta has launched a new advertising campaign with a creative concept. The concept aims to strengthen brand awareness and brand reputation on a worldwide level, showcasing an unprecedented character aimed at celebrating the value of everyday life.
The main objective is to “humanise” the product, to bring it closer to people and convey the essence of a refined and elegant wine, capable of taking each moment, even the most informal, to a higher level.
“Celebrate Any Moment” is the claim that discreetly accompanies, almost like a whispered suggestion, the images taken by photographer Francesca Romana Guaglione, ‘The Foodorialist’, beneath the creative direction of Auge Communication.
Four snapshots that portray authentic moments and places, all of which are easy to identify with. They take on new character, however, thanks to the prestige of a wine produced by hard work, meticulous precision and enormous discipline.
These situations are graced by effortless elegance and uncompromising authenticity: this is how Franciacorta celebrates the beauty of everyday life. Any moment becomes special, turning simplicity into style and authenticity into refinement.
Franciacorta chose the Vinitaly venue to present its new advertising campaign: with a vibrant ambience and attentive international visitors, the leading international wine fair is the perfect occasion to celebrate this new important step in its communication strategy, in which the “crenellated F”, the brand’s historic icon, once more basks in the spotlight, graphically framing the shots.
Globally planned in the main target markets, Franciacorta’s new campaign pushes the envelope, aiming at a unique and distinctive positioning, one that meets the needs of an evolved, international consumer in constant search of new stimuli.
Franciacorta Consortium Chairman Silvano Brescianini stated: “We are extremely pleased with the new advertising campaign, as it perfectly reflects the essence of our wines. The invitation to raise a glass at all times underscores our desire to make wine an integral part of everyday life, transforming even the simplest moments into special occasions.
This project represents yet another step in strengthening the Franciacorta positioning on the international market. With its message of elegance, refinement and good cheer, we are confident that the campaign will capture the attention of consumers the world over, encouraging them to discover and appreciate our extraordinary wines.”
The “Celebrate Any Moment” campaign will be distributed across the board to lifestyle, trade and news publications. It will be presented in storytelling on social media and through the events Franciacorta holds in Italy and around the world.
Credits:
Agency: Auge
Executive Creative Directors: Federica Ariagno, Giorgio Natale
Associate Creative Director: Miriam Frescura
Copywriters: Andrea Azzolini, Cecilia Panisi
Junior Art Directors: Elisa Zanchin, Marco De Salvo
Production:
Photographer: Francesca Romana Gaglione – The Foodorialist
Food Stylist: Melanie Weber
Set Designer: Alina Totaro
Stylist: Aurora Zaltieri
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