CANALI&C WITH EMISFERO SHOPPING CENTRES FOR THE REOPENING PHASE
Two campaigns to reassure and encourage visitors are being launched
Canali&C studied and designed a campaign for the reopening and restart of the Shopping Centres Emisfero Bassano, Emisfero Scorzè, Emisfero Silea, Emisfero Zanè, Emisfero Mirano and Emisfero Perugia, historical clients of the agency since 2008, owned by Unicomm and managed by Savills.
Ermanno Canali‘s agency has opted to split a single campaign into two creativities, with two distinct but complementary key concepts, which will be launched in two separate moments.
“HERE YOU ARE SAFE” and “WE HAVE MISSED YOU”.
Both campaigns aim to reassure the customer and welcome him back to a Centre that is organized, safe, welcoming and aware.
In the first campaign the concept of safety is condensed in the image of the pillow, symbol par excellence of tranquility and relaxation. Whereas in the second creativity the “human” element is introduced, suggested by the hand holding the shopping bag. The objects inside the shopper speak of a serenity that everyone would like to regain. A message of recovery, which starts from the small everyday objects.
“As requested and shared with the management company, we have elaborated two creativities, for two distinct but consequential moments” explains Chiara Carpi, Key Account at Canali&C. “In the first oneour aim was to reassure the client by giving him clear information. So we talked to visitors about security, sanitation and all the systems that the Centres have been equipped with, to make their dwell time calm and serene. For the second campaign we opted for a warmer and more participative tone, we included a visual reference to the person, which we had previously deliberately omitted”.
“The graphic treatment, fonts, colours, layout – concludes Paola Gallotti, Creative Director Partner of Canali&C – will give uniformity and continuity to the two phases, making them perceivable as two moments of the same narration”.
Campaigns will be conveyed in store and planned on the social and digital channels of the Centers.
CREDITS:
Creative Director Partner: Paola Gallotti
Art director: Federica Seghezzi
Copywriter: Giovanni Rubbiani
Content Management: Federica Frignoli
Key Account: Chiara Carpi
Account Executive: Irene Soncini