Mutazione Creativa
Client
Istituto Marangoni
Execution
Advertising / Branding / Digital / Strategy / Video / Web Marketing
Business need
Creating a new communication strategy for the purpose of brand repositioning, enhancing the peculiarities of the main fashion institution in the capital of fashion par excellence: Milan.
Scenario
Istituto Marangoni is one of the most prestigious fashion, art and design schools in the world. Born in Italy in 1935, nowadays it is located in Milan, Florence, Paris, London, Dubai, Mumbai, Shanghai, Shenzhen and Miami. The challenge is to create – thanks to notable creative choices – an omnichannel communication campaign, capable of setting trends and engaging students from all over the world.
The Creative Concept
Our mutants take over the millennials – The world of mutants is closely linked to the cultural and dream baggage of the millennials. They are archetypal figures who represent in a surreal way the change that young people face in this phase of their lives: what they want to be in the future. Choosing an excellence like Istituto Marangoni means starting a change where fashion, art and design become a part of you.
The Campaign
The choice of the photographer has been important for the communication strategy. The unique sensitivity of Sylwana Zybura, a Berlin artist renowned for her dreamlike and surreal works, brought to life an effective creative idea: the campaign was a success from a sale perspective in the 5 countries where it has been spread and has had a positive impact on registrations from all over the world (+27%).
The Spot
FASHION MUTATION
DESIGN MUTATION
