Darmon Milano - "Armando"

Grey United Milan, Italie

5037

Titre	Armando
Agence	Grey United
Campagne	Soften yourself - Darmon
Annonceur	Darmon Milano
Marque	Darmon Milano
Mise en ligne	Juillet 2008
Produit	Darmon Cashmere
Secteur d'activité	Vêtements masculins
Slogan	Soften Yourself
Synopsis	The campaign was developed into 3 subjects, 3 portraits of people wearing Darmon cashmere.
Philosophie	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.
Problème	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.
Type de média	Presse magazine
Marché	Italie
Directeur de la création	Pino Rozzi
Directeur de la création	Roberto Battaglia
Concepteur / rédacteur	Luca Beato
Directeur artistique	Micol Talso
Photographe	Paolo Zambaldi
Acheteur d'art	Maria Benenati
Chef de groupe	Marianna Tognini
Directeur de la publicité	Andrea Monteverdi