Advertising campaign 2012

2012 AD CAMPAIGN NEWS

Lucifero’s launches its first advertising campaign in the Spring, in specialized magazines. Today it is increasingly difficult to attract attention and create buzz about a brand in this very crowded market that already has so much background “noise”. For this reason we decided to promote ourselves in an “out of the box” way, avoiding the traditional advertising schematic that has for years been used for lighting.  

The theme is black and white images of people shot with a photography technique that explicitly recalls American news reports from the 1940s. It is a “meta-theme” for the “product” – the light fitting – intentionally suggesting that there are a variety stimuli and reading levels. The first reaction we are seeking, with regards to the provocative image, is curiosity and the question “What does this company make . . . ?” Not coincidentally, person in the photograph is gazing toward the top of the page, where Lucifero’s web address is. It is an incentive for the designer to go onto the Internet to discover what the company does. There the designer will get to know the company if he or she does not already. The website’s image and content will be completely renovated, which is another important change in 2012.  The new company website opens with a home page that displays the campaign’s photograph along with other images that have been shot in the same spirit . . . for the sake of continuity and consistency with Lucifero’s new image. This is a company that, we are convinced, will create a buzz.  

A second way to read the ad refers to the choice of keeping the light fitting hidden from the campaign – which would paradoxically be just the thing that we would want to promote – and showing only the lighting. It is a direct reference to the very approach that Lucifero’s adopts when designing the fittings. What counts is the result, the quality of light, the way the products allow the designer to use light as a tool to highlight, underline, bring out, promote, and create atmospheres . . . in short, to breathe life into things and people through time. If that is the goal, the product, which plays a key role in enabling these results, is formally placed in the background, but remains a key behind-the-scenes player. 

Further, and perhaps the more provocatively and evocatively, we take in the person in the photograph – a young boxer captured while working out in a gym in the suburbs, which is the one portrait amongst others that will be published at a later date. This photo has little to do with the ultra glossy images that we are accustomed to. On the one hand light is a “tool” or a “means to an end” regardless of who or what it is lighting. The message is clear: we want to create light fixtures the designer can use to bring out the soul, the life, the breath, and the beauty that is in everything that surrounds us. On the other hand we also want to bring out the spirit that characterizes Lucifero’s and the team of people that has given life to this company: out of the box, young, curious, dynamic and genuine, without a theoretical veneer. All this is combined with passion for lighting, attention to technological innovation and so many years of experience as an atypical and unconventional business, one that is casual enough that it immediately draws you in.