5 icons of design protagonists of the new corporate campaign of POLI.design
These are icons of Italian design recognized worldwide, part of the ADI Compasso d’Orocollection, but also objects that are part of our daily lives: the historical LETTERA 22 designed by Marcello Nizzoli for Olivetti(Compasso d'Oro, 1954), the ECLISSE lamp by Vico Magistretti for Artemide (Compasso d’Oro, 1967), the famous TRATTO PEN by Design Group Italia for Fila, as well as the ARIANTE fan of Marco Zanuso for VORTICE (Compasso d’Oro, 1979) and the FRIDA chair of Odo Fioravanti for Pedrali(Compasso d’oro, 2011).
Among the international point of reference for postgraduate education, POLI.design has chosen these five iconic objects as protagonists of its new campaign of corporate communications: the items were selected from the Compasso d'Oro ADI collection. The Association for Industrial Design is already a member of the executive board of POLI.design. The items were selected thanks to the supervision of architect Beppe Finessi, Professor at the Politecnico di Milano which has been dealing with the great masters of Italian design as well as with new designers for a long time through exhibitions and publications, on the international stage.
The campaign, created thanks to the collaboration and the fundamental supervision of the production company (hfilms), has five subjects, each corresponding to an icon selected to express the excellence of the Made in Italy design. The subjects, available on video, paper and digital media, are inspired by the claim of POLI.design Feed your Creativity: an invitation to nurture your own creativity through knowledge of the design, as it is offered by POLI.design. The five mini sketches present some boys and girls of different nationalities literally eating the famous pieces from the collection, in a fun and playful manner in a setting with neutral tones that visually translates the claim behind the campaign by making the objects protagonists.
With this new corporate image, POLI.design once again proposes itself as a leading player in the field of international design, active within the so called Design System of the Politecnico di Milano, the centre for unique research and training, to which it belongs along with the Politecnico’s Design School and its Design Department. With offerings that include more than 50 educational products, including university master’s programs and advanced professional training programs, all devoted to exploring design culture across the board, POLI.design offers young graduates and professionals many possibilities for updating and deepening their knowledge in various fields: from Product to Interior and Fashion, from Communication to Services, from Cultural Planning to Management.
The five episodes of the campaign unfold playfully: the Ariante fan, the main dish in a romantic dinner for couples, is served at the table by the chef, preceded by a colourful wind of red petals; the Eclisse lamp becomes a colourful ice cream cone that a young student is preparing to taste, while Lettera22 is bread for a snack with salami and cheese; a trendy meal, meanwhile, for the young professional who savours his plate of sushi using the Tratto Pen. Finally, there is no time to cut and serve an inviting Frida roast, cooked for the dinner for special occasions.
We would like to thank, in particular, ARTEMIDE, FILA, OLIVETTI, PEDRALI and VORTICE. They have embraced with great enthusiasm and willingness to participate in this project of communication, understanding the desire to unconventionally and playfully tell the story of some historical items of Italian design in the world.