Ford – Vignale brand launch
When Ford decided to launch Vignale, their new refined, high quality sub-brand at Salone de Mobile in Milan we needed to build a campaign identity as prestigious as the surroundings.
The creation of ‘Casa Vignale’ for Salone de Mobile referenced the balance between contemporary design and respect for craft and heritage in a series of brand launch environments supported with a campaign microsite.
Casa Vignale launched the new S-Max in central Milan against the backdrop of Palazzo Reale whilst in parallel creating an VIP lounge at the event itself to launch Ford’s Vignale range and hold a series of panel discussions and media events. In supporting Salone de Mobile, Ford continued to position themselves as a lifestyle brand beyond the traditional automotive audience.
“A passion for design runs through Ford Motor Company. By placing ourselves at the centre of the world’s most prestigious international furniture and design event we can influence and be inspired by emerging trends from the world of design”
Barb J. Samardzich, Vice President and Chief Operating Officer, Ford of Europe
Project scope: Campaign concept / Creative direction / Brand experience / Event production / Digital / Social content