Area: new advertising campaigns
2005 will see Area starring in a new communications campaign which will feature both in classical advertising spreads and also in materials for the point of sale, capturing the spirit expressed by each single brand.
K:Actor is designed for those with minimalist tastes. The campaign visual has a strong impact, and focuses on purity of forms and ethereal shades. It stars young city angels, immersed in a celestial atmosphere. The choice of a mural as background achieves a refined mix of beauty and provocation to underline the idea that the K:Actor models are essential, but not 'invisible'.
Strong optical colors, flash and neon lights are the visual language elements accompanying Genesis. Here the set is enclosed in a glittering magic box which also reflects the scintillating world of the disco in the pulsing of its lights. It is an atmosphere which takes us back to the '70s, with the frenzy of movement made even more provocative by the flash lights fleetingly illuminating the bodies with their glare. The Genesis world is the image of people who will never shun riding a deliberately outrageous world.
A completely different atmosphere for the Oliviero Contini campaign, which is rigorously elegant and classic even in the choice of the dark, decided colors of the photography. It stars a leopard, the symbol of beauty and regal pride. The animal mirror of the natural elegance released by the two good-looking models, the leopard almost seems to want to steal the scene. But the result is the absolute balance of form and elegance: just what the man and woman wearing Oliviero Contini eyewear wish to express through their restrained, sophisticated look.
Area exports its eyewear to over 50 countries, in all five continents. Genesis, K:Actor and Oliviero Contini decidedly represent Italian design in the world. With this awareness, and jointly with other producers in the sector, Area will shortly be using the new Italian Dream brand, a 'quality trademark to safeguard Italian creativity and design'. A warranty of authenticity for all those desiring to acquire the products arising from Italian aesthetic sensitivity and innovation.
