The hum of urban life is music to the ears of many, however, as everyone social distances, silence has filled the normally rowdy and lively city streets, amplifying the loneliness already felt during quarantine. Even in Naples, the home town of ISAIA, the proudly Neapolitan menswear brand known for its high-end tailoring and heartwarming irony.
To break the quiet LOW, a division of the creative agency The Big Now/mcgarrybowen led by Massimiliano Chiesa has created “Empty Naples”, a simple but heart-felt idea to animate ISAIA’s Instagram: instagram.com/isaia/
In collaboration with NapoliSoundscape, a project founded in 2013 to collect the background noises of Naples in danger of extinction, LOW found a way to keep these sounds alive during quarantine.
“Empty Naples” comprises three images of a deserted Naples shot by Santangelo Studios and overlaid with a Napolisoundscape audio recording of a bustling piazza. Each post is an invitation to recollect a happy past and imagine a bright future while acknowledging the difficult present.
For Isaia this means sharing its vibrant home, Naples. With soul-stirring imagery and sounds, LOW for ISAIA’s “Empty Naples” transports viewers to better days. While just a brief moment on an Instagram, it’s a powerful boost of optimism necessary to face the dilemma at hand.
This professional campaign titled 'Empty Naples' was published in Italy in April, 2020. It was created for the brand: Isaia, by ad agency: Dentsu. This Digital medium campaign is related to the Fashion and Public Interest, NGO industries and contains 3 media assets. It was submitted over 3 years ago.
Advertising Agency: The Big Now/mcgarrybowen, Milan, Italy
Creative Supervisor & Copywriter: Odeya D. Bendaud
Art Director: Martina Facco
Copywriter: Caroline De Santis
Account Director: Federica De Paoli