Press release
135KB
december 14, 2018 - Perini Navi
Now on air: "A style of mind" the new Perini Navi advertising campaign
Perini Navi, worldwide leader in the construction 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.
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