Category: Business Products & Services
Advertiser: MOLESKINE
Product/Service: THE MOLESKINE COLLECTION
Agency: xister
Creative Director: Sarah Grimaldi (Xister)
Art Director/Graphic Designer: Sarah Grimaldi (Xister)
Senior Copywriter: Valerio Di Giorgio (Xister)
Webdesigner: Rodrigo Cinelli (Xister)
Set Visualiser: Fabrizio Di Baldo (Xister)
Set Decorator: Jonathan Pannacciò (Xister)
General Account Manager: Enzo Abbate (Xister)
Account Manager: Erika Piffer (Xister)
The Artist Involved: Felix Thorn
Media placement: Video Trailer - Vimeo, You Tube - 6 April 2012
Media placement: Backstage Pictures - Moleskine Website / Landing Page - 6 April 2012
Media placement: Outdoor Window Installation - La Rinascente Store - 15 April 2012
Media placement: Making Of - Vimeo, You Tube - 19 April 2012
Insights, Strategy & the Idea
Moleskine Brand would like to increase the awareness of The Moleskine Collection items, a complete range of tools for creative people, rather than the famous notebook.
The target audience is the whole creative community, which consider the Moleskine brand as a strong partner in their work.
The Moleskine collection produces other items to help my creativity. I can create a unique piece of art using them.
The insight keeps the relation between art (and artists) an Moleskine brand going on. This is relevant on both sides. The brand keep on building his reputation among the creative community give them what they want: cutting-edge projects, original content and stunning visual approach.
Creative Execution
Music, it's one of the most effective things made by a creative ensemble: instruments playing together creating sounds, visions, and emotions. So we decide to create a stunning orchestra where sketchbooks, glasses, cases and reading lights combined with musical instrument parts play together harmoniously. Felix Thorn - felix's machines - was chosen as the ideal artist capable to bring The Moleskine Orchestra vision to life. He was asked to build specific Moleskine music machines to be performing during the Milan Design Week 2012 at la Rinascente, one of the most relevant design event across Europe, were the target audience meet.
During the time Felix was building the machines, we've been filming his work, in order to create video trailers posted onto Moleskine digital channel such as vimeo and you tube channel, Moleskine website, web and mobile landing page. Printed cards and totems with QR codes were spread in Milan and in Moleskine flagship stores.
Results and Effectiveness
Since we had no push activity and the campaign is out since only one week, we can consider to have a great word of mouth results, with a spontaneous publication on several design and creativity blogs such as: Designerblog, Psfk, Coolzine, Providermag, Ilovegreen,
Designyoutrust, Big Chief, Acquire, Whatopin, The Fancy.
The installation is still on and people posted several videos on the web, recording the big window with the orchestra playing in it, and the video content visualisation is still growing.