The communication strategy developed by Armando Testa to address the new generations while still preserving the brand DNA exploits a creative \u201cremix\u201d of the values which have always been associated with Vecchia Romagna: tango and emotions.<\/p>
The theme of the \u201cRemix\u201d comes to life thanks to the involvement of an exceptional testimonial, the famous DJ Bob Sinclar (bobsinclar.com), and a \u201cclub\u201d version of Libertango, the well-known soundtrack of the brand campaigns, which was specially produced by him.<\/p>
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.<\/p>
The director selected was Denis Thybaud, who was also responsible for Bob Sinclar\u2019s most famous videos, such as Far l\u2019amore, a track featured in the film \u201cThe Great Beauty\u201d.<\/p>
With creative direction from Michele Mariani, Lara Eandi was the art director on the project with copywriter Daniele Bona, and production from Filmmaster.<\/p>\r\n\r\n
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