TONIDIGRIGIO PROFESSIONALS IN COMMUNICATION
ADVERTISING
CLEMENTONI SPA
RECANATI 2020
In collaboration with:
Peter List
Clementoni, which has always been active in the game considered as an essential element in the process of child growth, has decided to make another concrete commitment: to contribute to the growth of new generations by making himself the spokesman of a positive message: respect for nature.
Play For Future is the name chosen for the new line of eco-sustainable products.The communication project involves the development of a system able to tell the new initiative of the company and to correctly position the new products on an international market.
COMMUNICATION CORES
Devoting a greater amount of topics to the environmental theme, in addition to meeting the objectives of the project, helps to reconsider the company’s positioning and to differentiate Clementoni from the competitors on the reference market.
CARING
If the child associates the time spent outdoors with fun, it will be extremely easy for him to respect the environment, because the environment in his imagination will correspond to a friendly, safe, pleasant place, which must be protected.
SAVING
If the child is put in a position to do so, it will be very easy for him to take care of resources such as water and food. This is because small daily gestures are enough to reduce the impact on the environment and even a child can help to preserve the planet.
RECYCLING
Playing with educational games that respect the environment and promote the value of respecting nature through the game can be fun for a child, and every fun game turns into memorable action.
THE BRAND
The heart-shaped leaf is a simple, direct symbol and bearer of eco-sustainable values. For Clementoni, the guarantee seal will be affixed to all products that are made with:
- 100% recycled or natural materials
- Wood from sustainable forests
- Non-toxic high quality materials
CHILD + LEAF
The perspectives generated by the communication grammar allow us to structure an articulated story and also to contemplate possible actions that can support the initiative, making it more authoritative.
The representation of the child and the iconographic element of the leaf: these two symbols, entering in connection, create the narrative element able to motivate and support the story.
THE EDUCATION MEASURES
The concept of our creative idea is linked to the child figure, who interacts with the environment and takes care of it through small and daily gestures. This concept becomes a communication strategy that starts from the three communication cores and develops through specific languages.
Caring > Playing outdoors
Recycling > Reuse / Recycling
Saving > Saving water and food
CARING
animation draft
RECYCLING
animation draft
SAVING
animation draft
THE SCENOGRAPHY
The project proceeds with the creation of a photographic set where the subjects can move freely in relation to the space.
The set, in accordance with the sustainability standards of the initiative, is designed with recyclable materials.
The set design and animation development were created in collaboration with designer Peter List.
COMMUNICATIVE REGISTER
The textual register developed has as its starting point the claim PLAY FOR FUTURE, useful for the declination of communication cores and, consequently, to tell the three reference assets of communication. To the claim is added an explanatory subtitle that, with extreme simplicity, works as the incipit for the entire integrated communication strategy.
AN EXTRA GAME
The heart-shaped leaf will be affixed not only on all Clementoni products of the lines made with 100% recycled material. Through a small secondary project, the leaf will also become an ambassador of important messages for parents so that they can share them with their children. Small fun challenges child-friendly stimulate them to transform every daily gesture into an action respectful of the world that surrounds us. Together with the packs, on social, on the web will be launched small concrete challenges for children and their parents: learn to save resources in a fun and engaging way "Play for Saving"; make friends with nature by cherishing it "Play for Caring"; give new life to materials destined to become waste "Play for Recycling”.
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