A special welcome to all those babies who’ve just got here and those that have still to come.
This is the creative concept of the new Cam campaign, created by Armando Testa Milan. It describes the arrival of a new baby in a family in an emotional way. This is surely a joyful moment, full of brightness and cheer, but also presenting new challenges and a new balancing act.
The tone throughout the creativity developed for the new CAM campaign describing the emotion that a new arrival brings for everyone in the family is concrete and real.
The “WelCAM” concept also gives a nod to the brand: just one word that on the one hand conveys all the joy inherent in the new arrival, and on the other hand emphasises the name of the brand.
The publication of the 2022 catalogue represents the first step in the new campaign, and it will be the main communication tool.
The advertising campaign will subsequently be developed with a 360° strategy and involve social and digital platforms.
Creative team: Laura Sironi, Maria Meioli, Luisa Codispoti
Graphic design: Lara Aldrighi
Client service: Loredana Ambrogi
Photography: Lorenzo Palizzolo