Ferrari and Armando Testa, two great Italian stories, have got together to create a toast for the new international communication for Cantine Ferrari.
The Armando Testa agency has developed Ferrari Trento’s new international communication campaign: “The Italian Tag”.
Italian Tag can be read in two ways:Ferrari TrentoDoc, the outstanding Italian label (tag), but also the tag as used in social media when you underline moments of socialising, so it’s a mix of traditional photographic language with that of social media which has now become part of everyone’s life.
The multi-subject campaign uses a contemporary style to describe the joy of living and sharing an Italian lifestyle and drinking Italian (using social media too). The product is the protagonist in every glass and becomes the social enabler in every story.
The aim is to address a metropolitan, open and dynamic consumer target, which creates thousands of consumption occasions in addition to the classical ones.And when they do so, they choose the excellence of the Ferrari bubbles.
Every moment experienced and tagged with Ferrari becomes unforgettable.
Ferrari. The Italian Tag – more simply it is the visual and oral representation of what we would like to consider the new Italian lifestyle as embodied by Ferrari.
The press campaign ran during the whole festive period and will continue in January in the main Italian and international titles, in a range of trade press as well as being developed for social and digital media.
Agency: Armando Testa
Creative Direction: Erik Ravelo
Creative Copy Director: Vincenzo Celli
Art: Irina Gliudza
Account: Davide Piron Moratti, Tiziana Perotti
Photography: Clara Vannucci
Production: Daria Bonera