Romanian advertising agency Violet developed for Bigotti a communication campaign running under the slogan “Il vero stile. La storia della camicia bianca.”
The campaign, started in April and that lasts 2 months, offers Bigotti brand a refresh and includes promotions in the national stores network, signaled in store, but also radio ads, OOH, an online component and PR activities.
The start of the campaign was made during a private event, that recreated the specific atmosphere of an Italian plaza. The event took place at Baneasa Shopping City.
“Il vero stile. La storia della camicia bianca.” project is targeting men that appreciate the values associated to Italian style, bringing in the spotlight the white shirt. The white shirt is one that is always in fashion and expresses the best Bigotti’s spirit, Italian refinement with simplicity and good taste.
The story of the white shirt represents the creative concept of the campaign. Being a playground for accessories, the white shirt offers men the guarantee of being well dressed, no matter the circumstances. That is why “The white shirt” is for men what “The little black dress” is for women – a must have.
With this campaign, Bigotti becomes a style adviser for men, as “Men Style Guide” – launched within the program – shows. With a brochure format, the guide includes info on how to wear correctly different clothes, with focus on the white shirt, and will be offered to all male clients of Bigotti during the campaign period.
The campaign includes a draw that offers as prize a Fiat 500 customized Bigotti Special Edition. Clients will be included in the draw after buying a white long sleeves shirt, an acquisition that comes with a black tie as a gift.
Violet team that developed the campaign includes Dan Amariei – Creative Director, Alexandra Roman – Art Director, Dragos Mihaila – Copywriter, Diana Bercu – Copywriter, Alexandra Saghin – New Business Junior and Adina Triandafil – PR Consultant. Bigotti team involved in the campaign included Cosmin Copaescu – General Manager, Mariana Duta – Brand Manager and Ciprian Jurjan – Sales Director. The photo shooting was made by Cosmin Gogu.