portfolio/portfolioDettaglio?id=256&sf_culture=en&slug=icam-awareness-campaigns-in-italy-and-abroad

Icam
Awareness Campaigns in Italy and Abroad

Talking about:

  • Press Campaign
  • Brand Advertising
  • Creative Agency
  • Advertising Tender

 

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copiaincolla is:

  • Advertising Agency - Italy

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A split campaign

We won the tender for the Italian and the world campaign of ICAM, disobeying the brief rules. Perhaps disobeying is a strong word. But it’s true. OK, we are going to tell you the whole story, from the beginning.

The company is a reference brand for chocolate semi finished products to confectioners, ice cream makers, chocolatiers. The rules of the game were all in the brief: we would have competed with other agencies in search of the perfect creativity for the Italian and foreign communication.

What they asked us and why we answered in a different way

The brief was very rich of concepts to communicate. 1) Made in Italy, 2) A company “on the road” since 1946, 3) The same family leading it, 4) The control over the entire chain of production, 5) Medium-high / high quality.
All those things with the complexity of representing a product that is used to produce great creations but - being "only" the raw material for processing - can not be represented through those same creations.

The work of the creative team has reasoned on every point of the brief. There were lots of experimentation, testing, processing. Then it became clear that to get the right strength, the creativity had to become two: one for the export market and one for the Italian.

How are these two campaigns

One shows a series of works of art aroused simply by placing the cocoa powder over a surface (in our cocoa we can already see the creations that aren’t born yet); one that transmits the family business and the long history of the leadership of the company.

Both campaigns give full visibility to the semi-finished product (there is no other element!). Both campaigns represent the semi-finished product as the mean to create, however without showing no transformations.

It had to be one creativity, but we split it in two. And the story of how we did this says a lot about how a good project can grow and change and become a better thing than what we hoped for at the beginning. Winning a challenge and arise from an open competition between agency and client.