Description
Today, globally recognized sports brand FILA, introduces its new brand campaign, entitled “Bellissimo.”
Developed in partnership with creative agency, Sid Lee, the campaign reimagines the traditional country club scene as the “Bellissimo Country Club” – a place in which anyone and everyone is invited to indulge in la vita bella via a meravigliosa mix of sport and play.
Following a pizza delivery driver, the spot whizzes through a bustling country club where patrons are engaging in a hard-fought tennis match, enjoying a round of golf, or a dip in the pool— all while sporting FILA’s latest collection.
Aperitifs are flowing and the balance between the sacrifice of sport and celebration of the journey is palpable.
Through a bustling kitchen and under a precariously stacked cake, the delivery driver continues on his mission, stopping to chat with friends and sample the dinner menu along the way.
After a lively dinner party, he finally reaches his destination in the wee hours of the morning, dipping his feet in the pool with other patrons while they enjoy a slice.
Sid Lee worked with FILA to reintroduce the brand, reset brand perception, and reignite brand love. It was important from the start to welcome people into the world of FILA, one that combines high performance with a ‘zest for life’, celebrating both grit and grace in a beautiful way.
The campaign itself is based on the insight that young consumers want to work hard towards success, but also want to indulge in and enjoy life at the same time.
“Bellissimo” is the first work to launch under FILA’s new brand purpose via the Bellissimo Country Club platform, a visual and physical space that brings the spirit of FILA to life.
A 360° campaign, “Bellissimo” will live across numerous channels including organic and paid social, connected TV, out of home (digital, traditional, and guerilla), publishing partnerships & activations, online video, programmatic, high impact display and influencers/creators starting on July 10th.
This professional campaign titled 'Bellissimo Country Club' was published on July 11, 2024. It was created for the brand: FILA, by ad agency: Sid Lee. This Film medium campaign is related to the Fashion and Sportswear industries and contains 1 media asset. It was submitted 12 months ago.
