Brizo: Brizo

Credits & Description:

Client: Brizo Kitchen and Bath Company
Senior Director: Brian Nobbe
Brand Manager: Lucia Bayt
Director of Product Marketing: Mandy Ellington
Senior Product Marketing Manager: Kristen Baum
Senior Channel Marketing Manager: Jai Robinson
R&D Principal Product Engineer: Scot Rosko
Lead Industrial Designer: TJ Eads

Agency: Young & Laramore
Principal, Executive Creative Director: Carolyn Hadlock
Principal, Group Creative Director: Trevor Williams
Creative Director: Scott King
Associate Creative Director: Dan Shearin
Writer: Jane Brannen
Designer: Mitchell Brown
VP Account Management, Account Director: Nick Prihoda
Account Supervisor: Sara Walker,
Account Manager: Adair Dorset

Photographer: Nils Ericson
Motion Artist: Susi Sie
Video Sound Design: Nikolai von Sallwitz
Published: September 2018
Synopsis:
An unlikely material is elevated to a work of art in Brizo’s latest release: a limited edition concrete faucet cast by hand. The pioneering use of natural elements proves that beauty can be found where you least expect it. So to launch this first-of-its-kind faucet, Young & Laramore choreographed a breathtaking ode to #TheBeautyofConcrete.
Luxury fittings brand Brizo is known for pushing the boundaries of what’s expected—and what’s possible. Their latest release is no exception. Introducing Vettis Concrete: a stunning concrete faucet cast by hand and limited to an edition of 500.
A feat of engineering four years in the making, Vettis Concrete uses natural materials in a faucet unlike anything else in the category. Master sculptor Christopher Shannon painstakingly crafted each of the 500 models elevating a familiar substance into fine art.
To celebrate its launch, Young & Laramore brought to life #TheBeautyofConcrete in a campaign featuring an immersive gallery exhibit at New York Fashion Week and a film by Berlin-based artist Susi Sie. The campaign began with cryptic invitations to high-end designers and key media targets, promising: “A new vision of luxury will be cast.” Then Brizo teased the launch on Instagram, Facebook and Twitter, building anticipation as followers tried to guess what Brizo was about to unveil.
As editors, designers and influencers arrived for the launch event at the Lower East Side’s New Museum, followers tuned into Brizo’s livestream. The announcement began with a Sie’s film—a haptic exploration of the sounds and textures of concrete shot on the surface of a Petri dish—before culminating in the reveal.
Following the announcement, guests mingled at a cocktail reception and explored the Vettis Concrete faucet through a gallery exhibit. And to encourage influencers to share their experience on social media, we commissioned photographer Nils Ericson to create concrete-inspired portraits of each guest.
The print, digital and social components of the campaign all speak to the innovation and artistry present in the faucet, and a Vettis Concrete microsite tells the story behind it. Reservations are now open for the 500 limited edition models, each of which will ship with a Beauty of Concrete poster detailing the meticulous handcrafting process. Traveling exhibits in Chicago and Palm Springs will build on the initial launch event by targeting key media in each market.