Structure, balance, harmony and elegance. Qualities intrinsic to the aesthetic value of an object that define the innovative and sophisticated advertising campaign of the Prosecco DOC Consortium. A union between the world’s most famous appellation and three icons of Italian design.
The Consortium launched the “Soggetto Design” campaign, in collaboration with ADI Design Museum, choosing symbolic objects of Italian furniture to tell a story of craftsmanship and beauty: the Cubo radio by Brionvega, the Atollo lamp by Oluce and the Fjord armchair by Moroso.
A plot of aesthetic symbols expressing the magnificent multiplicity of disciplines and techniques of the Italian art of living that surprises with its simple essence of beauty by recreating concrete solutions to spread this philosophy. Hence the campaign payoff: “The Italian sparkling art of living” or “The Italian art of living is strictly DOC.”
This concept is graphically defined in the “Soggetto Design” campaign played on the ‘magazine cover’ concept that ideally recalls the cover of a magazine, in which the three iconic design pieces stand out as co-stars together with Prosecco DOC. The visual image traces the dialogue that takes place between the historical architecture of the museum complexes and the modern forms and innovative materials of the three design pieces immersed in a timeless space, suspended between past and present.
Stefano Zanette, president of the Consortium for the Protection of Prosecco DOC, reports that “unlike previous campaigns where we wanted to focus attention on the territory, as in the ‘Dreamland’ project, or on the product, as in the ‘Dare the Pink’ launch campaign, this time the main objective is to increase the perception of the denomination in the consumer’s imagination. For this reason we have placed Italian genius at the center of the communication, which, in this case, is witnessed by the selected subjects as a demonstration and ‘supporting evidence’ of the Made in Italy creative power.”
A time that defines the history, talent and typically Italian style of Italian Genio, the highest expression of the continuous aesthetic and qualitative research that the Prosecco DOC Consortium implements daily to tell the uniqueness of this product and its wonderful territory distributed between Veneto and Friuli Venezia Giulia.
The combination of wine and art in Italy is increasingly expressing itself in an interesting way, with many languages that the Consortium has managed to grasp and make its own, giving depth and combining the art of making wine with art in the strictest sense making it a whole to tell the Italian way of life, a source of inspiration all over the world. Simplicity and beauty, as paradigms of a new way of conceiving the luxury of the Italian lifestyle, without artifice, but making themselves the bearers of a model that is now established and admired.