19 May 2005

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Elica wins the Grand Prix Advertising


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Grand Prix Advertising:
Elica scores top award in category

In Elica one philosophy guides every choice and is embodied in every one of its products: Go further. Always.
Greet each new success as confirmation you are on the right road, heading towards ever bigger, ever-brighter horizons.

Evolution is the word that leaps to mind when you look at an Elica cooker hood: revolutionary forms, exclusive features, a unity of conception that takes the very idea of design to a new level.
Products with high-level performance aimed at people who truly care about the harmony of their surroundings.

With their brilliant interpretation of the Elica philosophy in their advertising campaign “Man does not live by design alone”, the Michael Göttsche agency has won first prize in the category “goods with low-intensity advertising” in the prestigious Advertising Grand Prix which took place on Monday 16th May at Milan’s Manzoni Theatre.

Chosen by a jury composed of marketing and advertising directors from top Italian and international companies, the Elica advertising campaign is a finalist for the second time in the “best brand strategy” sector. In 2003 it was awarded a prize in the same category with another Göttsche campaign, “Aromatherapy”.

The new campaign has the same direct but evocative style, the same ironic tone that characterises Elica’s advertising, emphasising the qualities of a brand that have made it a reference point not only in its own sector but also in the entire panorama of international design.

To be recognised by the Grand Prix, the “Man does not live by design alone” campaign – based around the Om, Capta and Meteo trio of hoods – had to go up against 20 high-impact TV ads and big-spending investors (Fiat Idea, Citroen, Golf, Mazda, Pirelli, Sky, Ras, Conto Arancia), and was the only print campaign to make it through to the finals.

Presented with his usual ironic brilliance by Italian TV host Pietro Chiambretti, together with Sylvie Lubamba, who partners him in his latest hit show on Italy’s La7 channel, the award ceremony for this highly sought-after and highly-regarded recognition also featured a gallery of personalities from show business, culture and industry.