Advertising Campaign 2004/2005

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Campaign 2004/2005

Agency La Nuova Agenzia di Michael Gottsche

Art direction Micheal Gottsche

Copy Elio Buccino

Photo Raffeallo Brà

Elica publicity, handled over the last three years by the Nuova Agenzia di Michael Gottsche, has led the company to be regarded as a reference point not only in its own particular field but in the whole panorama of international design.

This trajectory reflects the developments that have taken place within the entire Elica Group, with its restless sense of evolution and transformation, its continuous assimilation and integration of complex new realities. Elica has established such a rich density of character that, like DNA, it is able to transmit the features inherent in its genetic code – its passion and unpredictability, its love of challenge – to all its varied projects.

The Om hood is the perfect representation of the Elica personality. Designed by Elica design chief Lorenzo Lispi for Elica Collection, it melds two of the world’s purest forms, the square and the circle, with the company’s cutting-edge technological know-how, to take the concept of design beyond its traditional parameters. Om is a canvas – an almost vertical, completely flat, glass surface that can play host to any form of design, and, like a painting, adorn and enhance any room in the house.

It isn’t easy to capture the essence of such a unique concept, but with the same ironic perspective that made their last Elica campaign “Aromatherapy” so memorable, creative and art director Michael Gottsche and copywriter Elio Buccino have come up with another beautifully wry image, showing Om’s distinctive form reflected in an unusually shaped fried egg – and the clinching headline, “Man does not live by design alone.”

The advertisement is featured from this month on in the main interior design and design magazines.