The communication strategy developed by Armando Testa to address the new generations while still preserving the brand DNA exploits a creative “remix” of the values which have always been associated with Vecchia Romagna: tango and emotions.
The theme of the “Remix” comes to life thanks to the involvement of an exceptional testimonial, the famous DJ Bob Sinclar (bobsinclar.com), and a “club” version of Libertango, the well-known soundtrack of the brand campaigns, which was specially produced by him.
As well as the new track, the operation includes the creation of a video-clip and an ad which is planned on MTV and digital media.
The director selected was Denis Thybaud, who was also responsible for Bob Sinclar’s most famous videos, such as Far l’amore, a track featured in the film “The Great Beauty”.
With creative direction from Michele Mariani, Lara Eandi was the art director on the project with copywriter Daniele Bona, and production from Filmmaster.