EVERY LINE OF THE BOAT DESIGNS MY SMILE
Massimo Pigliapoco - Tonidigrigio, Creative Labs
ANCONA, 28 NOVEMBER 2013
Massimo, could you explain the concept behind Tonidigrigio’s new advertising campaign for “Cantiere delle Marche”? There exists a symbiotic tie that binds a product to the people who have conceived and realized it, an empathetic relationship that makes the one resemble the others, that creates a continuous and constant dialogue between them. Just as faces, hands and expressions identify a personality, gradually becoming more accentuated and unmistakable over time, so too, the lines, materials and technology of a ship define its character, distinguishing features and added value. This is what we have chosen to communicate, thus bringing into the spotlight the people who are behind Cantiere delle Marche, making it as great as its products thanks to their own personality. Something unique.