Description
“They tell us advancing in life is all about moving forward. But what does forward really mean?”.
It is with this question that the new Calzedonia commercial starts; not just a campaign, but a true reflection on how society seems to impose pre-defined goals and archetypes to achieve fulfilment.
Calzedonia, icon of comfort and authenticity, reaffirms its role as an ally of women, distancing itself from the stereotypes associated with the female world by offering a different and deeper point of view in its commercial: if made consciously and with conviction, every life choice is a mean of progress. Even if it’s a step back or a U-turn, or if it’s reviewing plans and rethinking priorities. ‘Forward' in fact can mean any direction, as long as it takes us where we really want to go.
This new dimension, for which the brand takes the lead, expresses the desire to escape from models by focusing on the most individual choices and the need to go beyond all frameworks. The "step" that Calzedonia supports, appeals to the soul of all women inviting them to rely on their own potentials: when it comes to achieving one's own fulfilment, whichever direction you take is always the right one.
Live from the 22nd of October, the integrated TV and digital campaign will be aired in Italy and all major European countries.
This professional campaign titled 'Every step is a step forward' was published in Italy in October, 2023. It was created for the brand: Calzedonia, by ad agency: LePub. This Film medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 6 months ago.
Credits
CLIENT: CALZEDONIA
LePub Italy
Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Creative Director: Nicoletta Zanterino
Creative Director: Cinzia Caccia
Copywriter: Federico Lommi
Art Director: Thomas Aito
Head of Strategy: Francesca Zedde
Strategy Director: Roberta Remigi
Strategist: Juliette Vignolet
Experience Strategist: Filippo Riccardi
Social Media Analyst: Alberto Mura
Head of Client Services: Giada Salerno
Client Service Director: Beatrice Pagliughi
Account Director: Carlotta Grimi
Account Executive: Erika Zanchi
Global Head of PR and Communication: Isabella Cecconi
Senior Digital PR Manager: Carol Verde
PR Manager: Eleonora Botta
Head of Social and Content: Valentina Salaro
Senior Social Media Manager: Remigio Guerriero
Chief Production Officer: Francesca Zazzera
Senior Producer: Antonella Capella
PRODUCTION – THE BOX FILMS
Director: Matthew Dillon Cohen
DOP: Zach Spiger
Executive Producer: Federico Levizzani
Producer: Consuelo Maur
Producer: Caterina Sacchi
Editor: Fabrizio Squeo
Color: Luca Parma
MUSIC
Title: Until I Found You
Master: Koraline Srl
Music Company: Koraline Srl
Publisher: Koraline Srl
AUDIO POST: SCREENPLAY
Voice Scouting: Gianfranco Clerici/Eleonora Lorenzo
THE PRODUCER
General Manager Client & Project Manager: Luca Bacci
Client & Project Manager: Cecilia Mazzà
Project Manager: Serena Perversi
