Advertising Campaign 2006

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Campaign 2006

Agency Y&R (Young & Rubicam)

Elica uses its advertising campaigns to communicate the essential truth about itself, where the product is not only the central feature but the means of conveying to the public a sense of the company’s history, its values, its ability to innovate and surprise.
The element of surprise has played a large part in the company’s latest models which – looking more like paintings, decorative panels, or lighting – at first sight certainly seem to have little in common with traditional cooker hoods.  They are objects whose appearance can give full reign to creativity and imagination, where the highly sophisticated technology within makes it possible to play with exterior form and aspect.  This helps to explain why it wasn’t so difficult, in as politically correct an area as advertising for domestic appliances, for Young & Rubicam, the agency that ran Elica’s 2006 advertising campaign,  to come up with something equally surprising.
“After we’d shelved a lot of what you might call “rationally correct” ideas, we realised that the best way to represent Elica would be to mix together three everyday elements in an unusual way: in this case, woman, kitchen and the product itself.”
In the creative process the three items are combined in a variety of different relationships until they merge into a new visual synthesis, something never seen before: “First, a beautiful woman posing in a cooking pan like the most delicious of delicacies.  Then we had the idea of painting the sculpted body of the woman with feathers and fish scales, transforming her into two anthropomorphic dishes.  We asked a highly sensitive photographer and a body-paint artist to work together on this, cooking up a stew of Eros, food and design to create two images that were both shocking and enigmatic.”

The widely discussed campaign evokes subtlety and a discreet air of transgression, but above all emphasises the style, skill and originality which Elica uses to project itself,  both through image and product, in the most innovative manner possible.