Peuterey, the Italian clothing brand which specialises in outerwear, has entrusted Armando Testa with their new international communication campaign.
With creative direction from Michele Mariani, the Fall Winter 2019/20 campaign introduces a new pay off, in line with the philosophy of reality telling which characterises the brand: “Life is an everyday challenge”.
The creative idea came about with the intention of showing how many challenges are hidden within the bounds of our daily lives. A touch of irony is added to this investigation which is usually explored in a more serious and extreme way. Besides, nowadays, you are much more likely to get wound up looking for a taxi than pursuing mysterious ends.
So here we find our everyday heroes, personified by Cleo Cwiek, Asta Stensson, Sven De Vries and Julian Schneyder, and portrayed by photographer Emilio Tini. They find themselves in the jungle of a supermarket and have to extricate themselves in order to conquer Mont Blanc one bite at a time, to tame a ferocious kitty to get it to purr, and explore the surroundings to get a wi fi connection.
This message has an immediate impact which adds value to the soul of the brand, a blend of dreams and substance, elegance and practicality, adventure and the everyday: the essential dualism of the authentic man, who chooses Peuterey as a companion on his journey to face everyday challenges with confidence and self-irony.
The campaign is planned for the press, outdoor, TV and web.
Agency: Armando Testa
Executive creative direction: Michele Mariani
Creative team: Laura Sironi and Marta Agostini
Photographer: Emilio Tini
Stylist: Emil Rebek
Male models: Sven De Vries and Julian Schneyder
Female models: Cleo Cwiek and Asta Ste