Salmoiraghi & Viganò back on TV as an 'expert of gazes'

Salmoiraghi & Viganò makes its debut on television with its new institutional campaign, aimed at increasing brand awareness for the group and promoting the professional standards and competence, which have always distinguished it.

The aim of the advert created by WLF, the advertising agency for the Brand Portal network, is to present Salmoiraghi & Viganò as an 'expert of gazes', or rather as an optical specialist that is not only able to offer the best solutions for its customers, but also understand their needs and interpret their wishes.

The creativity by Rita Mele, with the creative direction of Paolo Gorini and Oscar Morisio, shows the protagonist, a man, walking along a crowded street who meets the gazes of a number of passersby and sees their states of mind.
In particular, in one of the sequences, the protagonist meets a woman sitting in a bar, with a flower in her hand and a dreamy air, and thinks: 'It's nice to be in love'.

The woman, surprised, reads his mind and turns round to look at him. Then the scene moves inside a Salmoiraghi & Viganò shop and the protagonist, who turns out to be a specialized optician, meets the gaze of a customer and thinks: 'You always want the best for you and your eyes'.

The headline continues: 'Salmoiraghi & Viganò has been offering you solutions for 150 years, to see yourself just the way you want'.The advert ends with the promotion of the offer: 'Complete eyewear for 79 euros until 15 April.'

'The choice of this subject satisfies the need to communicate all of our customer knowledge, focus and experience, all aspects, which only a company that has been on the market for over 150 years can claim to have' - declared Luca Citroni the Sales Manager of Salmoiraghi & Viganò.

"We are particularly satisfied with the work" - declared Paolo Gorini, creative director of Wlf. - "The film is extremely touching both from an artistic point of view and with regard to the director's insight in telling the story. Results of this kind are achieved especially when an excellent working relationship is established between the customer and the agency."

The planning is by Piano!, the media planning agency for the Brand Portal network, and includes 10 and 30 second-long adverts on the Publitalia and La7 networks, until 8 April.The production company is Movie Magic. The direction is by the French director Bruno Sauvard.