For the first time its long history, De Padova has decided to launch a new communication campaign, starting in April 2012, to strengthen the brand and its visibility in the world, looking to the future and investing in new energies.
Vico Magistretti’s phrase, “Simplicity is the most complicated thing in the world” is one of the thoughts behind the campaign, and represents the origin of the project, where creativity—illustrated by Karin Kellner—has been developed by an in-house team coordinated by Marco Velardi, the company’s creative director. The protagonists of the campaign are leading products best represent the company, a symbol of the continued search for elegance achieved through simplicity.
The result, for De Padova and its first advertising campaign, is one of explicit personality and recognition in all versions, keeping the product and the essence of design as the absolute focus.
“It is an important moment,” says Luca De Padova, CEO of the company, “in which, to achieve the best performance, we need to know how to express in a single project history, tradition, but also quality and a thrust towards the future. The biggest effort is directed towards foreign markets, where we want to become better known and achieve the same level of renown we presently have in Italy. On world markets Made in Italy is still a strong point and a distinction, and many customers are not satisfied with imitations. The goal is to create new products, to create design and to support the brand to be able to compete based on the uniqueness of our collection. All this and more can be seen in this first, new advertising campaign from De Padova.”