ADVERTISING CAMPAIGN
CANTIERE DELLE MARCHE
ANCONA (AN)
2021
Before choosing a product, a potential owner must first revel in the philosophy of Cantiere delle Marche, understanding that by virtue of their selection, they've punched a ticket, gaining entry into a world which fascinates and captivates the spirit. The rawest, most tangible form of this realization is of course once aboard the explorer yacht. They’ll see that in their every movement and instinct is a curated and an almost choreographed thread, strung by likened experiences and histories of fellow explorers, the CDM team, who’ve grown and live still in constant dialogue with seafaring values and lifestyle.
The new advertising campaign celebrates the discovery of the unexplored. Both, the ability of CDM yachts to undertake true exploratory activities, throughout the emergence of new technologies used to usher in such activities.
CLAIM
“There is still so much to explore.” CDM’s vocation is expressed through a constant pursuit of development and improvement in explorer yachts, engaging directly with the very paradigm of exploration. CDM’s DNA mirrors that of the people who make it what it is: professionals who are dramatically expanding the possibilities of yacht usage, “setting the course of explorer yachting.”
SOCIAL
In social communication, the textual register shifts its structure. The claim “Explorers” takes on a dual meaning: it refers both to the shipyard’s yachts and to the people — the “explorers” — who work in the research, development and construction of new vessels.
STAND
The shipyard’s exhibition design and trade-fair communication fully embrace the need to explore new possibilities. The stand is composed of a central core and an external exoskeleton that can be assembled and customised individually, while the remaining solid elements are made with metals and premium-quality wood essences. The entrance panels reflect the concept of crossing and passage through transparent surfaces and solid metal structures. Every element, detail and finish pushes and extends the exhibition possibilities of the reference context, while remaining solid, functional and essential. “Explorers of fine design.”
In collaboration with Simone Alessandrini.
