Advertising Campaign 2007

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Campaign 2007

Agency La Nuova Agenzia di Michael Gottsche

Art direction Micheal Gottsche

Copy Elio Buccino

Photo Raffeallo Brà

The new international press campaign for Elica, centred on launching the Space, invites us to think of and experience the cooker hood in a different way from what we are used to. It is the very object that proposes itself as something “other” – never before seen or heard. Because Space is not only a hood with an image different from all the others, extremely strong and unmistakeable, but it is also (and above all) the world’s first hood equipped with EDS3 (Elica Deep Silence 3), an exclusive technology which allows extremely silent functioning – with the typical hood “noise” reduced to the limits of imperceptibility.
Michael Göttsche – president of the Göttsche agency and who signs the campaign – has followed the idea in first person as the creative director: “Telling about something that one hears (or doesn’t hear) in the pages of a newspaper is a great challenge. A strong “visual” synthesis is needed – just one image that interprets the pleasure of silence and at the same time the gratification Space gives with its precious image and its peerless design.”
And in this “visual” there is a woman – beauty and a gaze difficult to ignore – who wears Space as an earring. The headline “clarifies” the sense with a slight smile: THE FIRST COOKER HOOD DESIGNED FOR YOUR EARS.
“…Every revolution has its symbol, its icon. In the case of SPACE, the revolution of silence, the object  itself is the icon. The icon of a new HEARING – finally a hood that does not take away the pleasure of listening, on the contrary it heightens it. The icon of a new SEEING – the hood as a precious object with the design, the lines and the materials of a jewel. Once again Elica succeeds in transforming the perception of a hood into something other. Once more, to express its ORIGINAL vision, it chooses to speak a SURPRISING language, using the codes of beauty, of jewellery and… a chic paradox.”
Looking further, we can also read between the lines of the message a subtle provocation: “What is more precious than a jewel? An Elica hood.”
The creative team that produced the campaign is composed of Marco Turconi (art) and Elio Buccino (copy), under the creative direction of  Michael Göttsche. Photo: Bruce Talbot / Raffaello Brà. Post-production: Pixelway.
The plan goes into action in July for Italy and Spain – in all the main furnishings and design magazines, and in some of the most important weeklies and monthlies. In September, it will also include Russia and the UK.

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