The 2021 campaign for Cam Il mondo del bambino describes the real life of parents and their kids.
And it does so with a creative concept which, on the one hand celebrates the brand name, and on the other captures just what it really means to be a parent. A whirlwind of emotions, also stimuli, demands and temper tantrums – let’s do, let’s go, we want. In short life as a parent is a continuous CAM on! Nothing could be truer.
The concept developed with support from the Armando Testa Milan agency, underlines and strengthens the brand identity. It’s been telling its story and describing its values for more than 50 years by looking at the world through the eyes of children.
All the creativity developed for the new campaign describes in a light hearted but more truthful than ever way just how wonderful life as a parent is, even if it is a tour de force. Food everywhere? Cam on, mums and dads, have a laugh!
Flooded bathroom? Cam on, they’re just kids!
The spirit of the creative concept is the perfect representation of what life as a new parent or the most experienced one is really like!
The first tangible step in the campaign comes with the publication of the 2021 catalogue, which will be the main communication tool. The advertising campaign will then be developed with a 360 ° strategy and will involve social and digital platforms.
“The arrival of a new baby is a beautiful emotion” comments Marketing Director Monica Rho.
“In a setting like our current situation, it seemed only right for us to describe all the times that our children, with their demands, make us smile. We have been in the market for 52 years and we’re happy to be part of the everyday life of parents from all over the world. We are a historical and reliable company, but at the same time innovative and modern. This communication campaign will be implemented in over 64 countries, where Cam il mondo del bambino is present with its products and will be a complete journey that will reach different communication touch points “.
Credits
Client: CAM S.p.A.
Director of marketing and Communication: Monica Rho
Agency: Armando Testa Milano
Creative team: Laura Sironi, Maria Meioli
Designer: Irina Gliudza
Photography: Lorenzo Palizzolo
