Panerai - New advertising campaign
Officine Panerai presents a new official advertising campaign that sees the Panerai watch, now more than ever before, as the absolute star of the advert: an iconic luxury sports watch capable of relating its own unique design, its history, its technical content and authenticity.
The new campaign, conceived by the Hi! Comunicazione agency in Milan and featuring photos by Raffaello Benedetti Bra, sees Panerai watches play the leading role in what is a forceful advertising message in its understated, elegant simplicity, a message expressed through different themes and subjects, offering a comprehensive view of the brand's fundamental values. The mood and tone of the ad are epic, highly memorable and together convey a classic-ness that transcends time and space, reinforced by short, sharp words.
In its launching phase, the campaign has two themes. The first is the history of Officine Panerai, its links with Florence of the second half of the nineteenth century - where the brand originated - and its role as supplier to the Italian Navy. The history of Panerai emerges in the campaign in a mythical dimension, like the military operations of the Navy raiding units which, in the '30s and '40s, carried out legendary feats wearing Panerai watches on their wrists. The sea provides the main setting, with all the visual elements expressing a message of strength, soundness and heroism.
The other theme is the perfect fusion between design and technology embodied by Panerai watches. The element of design emerges thanks to emblematic images of Panerai watches, whose iconic simplicity, harmony and refined details can be appreciated all at once. The sophisticated mechanisms of the movements made by Officine Panerai in its factory in Neuchâtel appear in the background, as if to conjure up the watches' inner soul, extraordinarily important yet hidden from view.
Both themes are interpreted with different creative ideas, subject to and expressed through an array of different watch models. The same themes will be further developed over time, so as to gradually explore the advertising strengths of the brand, particularly its Florentine origins, its associations with science and with the world of classic yachting. The overall campaign is modular and easily adapted to the many needs of what is a niche brand in its exclusivity, yet firmly established on all leading International markets.
The numerous campaign claims, to remain in English the world over ("Strength and Honour", "Design and Uniqueness", "Art and Science", "History and Heroes", etc…) are modular and can be adapted to preselected themes and subjects, playing on associations with concepts and values, underlining that the Panerai brand identity is the perfect combination of opposite, complementary or contiguous elements: Italian style and Swiss technology, tradition and innovation, simplicity and exclusivity.
The new advertising campaign has been created for the press (magazines and newspapers) and comes in quarter page, single page or - a new departure for the brand - double page ads. A digital media version is planned for a later stage.
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