Advertising Campaign 2009

print

zoom

zoom

Campaign 2009

Agency La Nuova Agenzia di Michael Göttsche

Art Direction Marco Turconi

Copy Elio Buccino

Photos PhotoMasi / Pixelway

The new international Elica Collection advertising campaign takes the future as its theme: a serious and (so to speak) up-to-the-moment topic that Elica however handles in its own inimitable style, with that touch of irony and subtle provocation that has become its trademark.
“Really we’re talking about two different ideas of the future,” explain the creative brains behind the new campaign, the Göttsche agency’s Marco Turconi (art) and Elio Buccino (copy). “Two ideas that come together in a brightly lit limbo and don’t know quite what to make of each other! On the one hand, there’s the idea of the future as it was envisaged in science fiction back in the 1950s, with its flashing-light robots and androids wrapped in tin foil and space explorers kitted out in horribly unflattering uniforms, and on the other, Elica Collection, with its experiments in new forms and materials, its increasingly evolved levels of technology, making it one of the few brands around that really seems to be a foretaste of the future, telling us today what the cooker hoods of tomorrow are going to be like. Coming up against the new hoods for the 2008 collection (Vogue, Gold Stream and OM Special Edition), those iconic figures from the old black and white science fiction world register a variety of reactions, from amazement to suspicion to admiration – it’s as if they realise that those strange objects that have materialised in front of them really are the future, while they themselves are simply creatures of a fantasy universe dreamt up in the fevered imagination of one of MGM or RKO’s set designers…”
And the whole concept is neatly summed up by the tag:  “THE FUTURE ISN’T WHAT IT USED TO BE…”
The vintage sci-fi figures used in the three campaign images are all original, picked from specialist film photo archives.

Download the Advertising Campaign 2009 (PDF format)
Gold Stream
Vogue Leather