The Brief: To create a totally new advertising concept that enhances Fino’s long established brand identity.
Assignment: Our job was to create 12 different themes with a new tag line running throughout for a period of at least one year. The company supplies a vast range of furniture and furnishings in all types of styles and although the Fino name communicates high quality across the board, different styles appeal to different people’s tastes. We chose the tagline “Very Fino” as it explains that certain intangible element that is Fino.
Strategy: With 12 very different models, the campaign consisted of a different theme for every month. Different people would identify with different models in one month or another. This created an always fresh and very eye catching appeal. After extensive casting sessions, the models were selected and photo shoots were organized. The model shots were used in monochrome with colour highlights on selected areas. This left the main focus on the product itself. The glamour of the live photo shoot was then used to create a 30 sec TV commercial. Design of print advertising including billboards, magazines, web, newspapers, in-store posters and wall and desktop calendars followed.
Results: Within the first few months of running the campaign, the term “very Fino” started becoming part of common parlance to describe objects that are cool, stylish and very desirable.