Ardo: The appearance of the girls from the refrigerator - an important event in the life of every man

Carat Agency, a special image project for «ARDO» on the pages of glossy men.


As described at the agency site, the team decided Carat break the stereotype that the choice of home appliances alleged is entirely the responsibility of the fairer sex. Studies that Carat has spent this winter showed that the most active segment of consumers paying male dominated. In this connection, it was decided to focus on the male part of the audience in the traditional campaign. This point communication should become a stronger degree of emotional impact than conventional advertising.







Think 17 times before opening the door to a massive sparkling ARDO. Well, if from another dimension will send pizza. I ate forgotten. And if a girl? Alone will not eat. And throw a pity.





The appearance of the girls from the refrigerator - an important event in the life of every man.





These girls have just won an intergalactic Cup Football. Therefore, in their locker room tournament organizers have established the world's best brands of washing machines ARDO. To become champions t-shirts clean and dry.





Our photographer penetrated even cheaper and take pictures of the * Agen players. Alas, it learned of the strict head coach.





T - Vivienne Westwood.


Olimpiyki Antonio Marras

Jeans GAS

Sneakers Dolce & Gabbana

Washer ARDO Flo 127LB











In addition to raising awareness of the brand among young and successful men's task was to convey the brand values ​​to the audience. Today, ARDO - one of the few brands that has 100 percent of European origin. All equipment is made in the Italian town of Fabriano. While most competitors translates production in the so-called low cost countries.


Thus, the "nationality» ARDO - one of the strengths of the brand. Modern Italy is associated with high fashion, iconic design, the "easy" life and beauty of modern style. At the same time, it is a country of advanced technology with a well-developed industry.


At the heart of the campaign - it works at the level of perception and associative thinking. Football, fashion, music, girls - it's all there in the new campaign. In principle, it was taboo to use banal images of travel, such as Pisa, pizza or the Coliseum. It was necessary to link ARDO with the values ​​of modern Italy, show the brand as part of life-style fashion, educated and ambitious. So the idea to make a fashion-photography in the men's glossy magazines.

The project was implemented in Men's Health, MAXIM and Total Football. Unfortunately, we had to give up the magazine Pla * boy because of strict moral and ethical principles of the central office of the client. The concept of shooting is developed individually with each edition. It was very important that the models were organically integrated into the style of each log.

Shooting Men's Health has been published in the April issue (see "Style Guide"), as well as the May issue of MAXIM and Total Football.
"The project turned out fresh, unusual and emotional", - says Vladimir Morkovin, director of a group of clients the agency Carat. He also noted the high level of professionalism magazine editors who participated in the project. In addition, according to Vladimir Morkovina, a key factor in the success of this campaign - an innovative approach to business customer, openness to new trends in communication and the desire to see the art in advertising. In the near future, the agency Carat hold a few more unusual advertising campaign for the brand ARDO.



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