SapienStone

2018 Offline Advertising Campaign

Art Masterpieces as inspiration for kitchen surfaces communication

What would you say if you were asked to promote ceramic kitchen countertops?
How would you express their high quality, advance functionalities and aesthetic beauty?
Being a simple worktop, not really a design artwork, can be hard to achieve.
That’s why we focus on what happen on top of it, what you can create everyday using a SapienStone slab as a canvas for your creativity in kitchen.
The art metaphor seemed immediately a perfect solution:
art contains all the themes to pair to the products, from quality to aesthetic beauty.
We decided to speak its language, to use some famous pieces from the past to tell a story of beauty, a story of artistic creations.
All the benefits of the countertops (hygiene, resistance, technology) are the tools to create our own artwork, or to copy other’s ones, if we want.

Agency

DigitalMind

Client

SapienStone

Year

2018

Services

Concept, shooting direction, copyright, artwork

Kitchen Impressions

The first episode of this particular art gallery was dedicated to a well renewed masterpiece of the impressionist art movement: “the Crows” by Vincent Van Gogh.
No animals were harmed in the making of this picture, just fruits.
It was a crazy long process and a real challenge for our patience cutting hundreds of peel slices and put them together, each one of those simulating a brush stroke.

Give Your kitchen a unique “Stjil”

The Second release was even harder than the first one,
Even though simpler in the execution, it was more difficult to find the right artwork to reproduce, in order to be immediate and easily recognizable from a generic audience, not only by experts of art.
We chose the work of Piet Mondrian, whose geometric abstract coloured style has become a reference for collective imagination
and one of the most cited representative nowadays.
In order to recreate his sharp geometric style, with no brush strokes at all, we were forced to change the technic, to use less cutting and think more about color fields.