MONDADORI STORE COMMUNICATES ONLINE WITH THE CREATIVITY OF CANALI&C.
The agency designed the creative format of the daily schedule of appointments launched online by Mondadori Store to stay close to readers and share emotions on Coronavirus-related emergency days
The online project by Mondadori Store speaks to the hearts of Instagram and Facebook users. The largest network of bookstores in Italy could not and did not want to make its readers feel alone in these days of social distancing. The intent was to continue to welcome them in a sort of virtual bookstore where they could find the values of their trusted store. Thus, from a play on words, “Mondadori Storie” was born, the online publishing schedule that has broken down physical barriers, bringing books and authors into the homes of all followers with literary content, challenges, videos, insights with artists, reading tips for children and much more.
Canali&C. – fully operational in smart working mode – was immediately activated to design the creative format of the initiative, with graphic choices based on pop and lively colours and an optimistic and proactive tone of voice. This dynamic and fresh visual identity adapts well to all the events of the schedule, but at the same time maintains an institutional tone that makes the user perceive a common thread that links all the contents. Excellent response from the web people since the launch campaign, with lots of interactions and enthusiastic comments.
“Along with those of many other activities – declares Ermanno Canali, President of the marketing and communication agency – the Coronavirus emergency has also closed the doors of bookstores, but has not taken away from Mondadori Store valuable communication tools in this period: social media. Using these resources it is possible to reach and maintain relations with your target by facing the crisis and transforming it, why not, into a great opportunity”.
CREDITS
Creative Directors: Giovanni Rubbiani, Remo Martingano
Senior Art Director: Simone Grassi
Junior Art Director: Elia Fantuzzi
Copywriter: Krizia Sorci
Key Account: Simone Caula
Executive Account: Chiara Carpi