Perini Navi, worldwide leader in the design and build of sailing and motor yachts, today launches the brand’s new advertising campaign “A style of mind”.
Developed by TBWA/Italia, the campaign uses an innovative approach to reveal the different souls of Perini Navi: tradition and innovation, technology and design, style and
performance, sailing and motor yachts. Perini Navi has always sustained opposing, contrary and antagonistic sets of values within itself, and it is this very coexistence that
creates “style of mind”.
Style of mind is something special: it isn’t a style of life and it isn’t a state of mind. It’s both. Being double comes naturally to it: it demands luxury and admires austerity; it aims
for style while indulging in informality. This is the rationale underpinning Perini Navi’s new advertising campaign, which tells the story of opposites that coexist and create an
absolutely unique result.
The graphical representation features a pair of very different and very striking images: two faces separated by a cut and united by an oxymoron, the linguistic device that best
reflects the brand’s two souls. An oxymoron brings together two words with opposite meanings and creates a new reality from their juxtaposition. Just like the essence of
Perini Navi, “one brand, one company” for both sailing and motor yachts, acting from the outset as a spearhead for ‘Made in Italy’ products worldwide.
On air from December 13, the new Perini campaign comes to all the brand’s offline and online communication channels as the new payoff.
Client and new business director: Domenico Grandi
Chief strategy and digital officer: Michael Arpini
Group Executive Creative Director: Gina Ridenti, Hugo Gallardo
Account director: Benedetta Melli
Senior strategic planner: Marta Prosperi
Junior planner: Giulio Comandini
Creative director and e copywriter: Lorenza Pellegri
Art and creative supervisor: Ferdinando Galletti
Producer: Silvia Congiu