Ceramics of Italy – Ahead Of Our Time: New Film Tells the Story of Italian Tile
In just over one minute, the video “Ceramics of Italy – Ahead of our Time” expresses, in an evocative and emotional manner, everything that only Italian-made ceramic can represent: the richness, uniqueness and beauty typical of Italian ceramic tiles (not only those made in the past, but also those produced in the modern age), and the core values of the Made in Italy label that distinguish them.
Tradition, history, culture, design, quality, beauty, product innovation and innovation of technological processes: all these values are universally attributed to the Italian ceramic industry alone.
The narration of the video explains, in an elegant, intuitive and unambiguous way, the extraordinary ability of Italian ceramic to bring together the opposites of past and future, which are represented by highly iconic landscapes (from the Mediterranean to the hills of Emilia, and finally Florence), historic ceramics and modern tiles used in major works of architecture (Hotel Parco dei Principi Gio Ponti + Dallara Parma 5+1AA + Teatro dell’Opera of Florence ABDR).
Finally, the payoff of the video: “Ahead of our Time*, a highly meaningful heading that enshrines what has always animated the very spirit of Italian creativity. According to one of the most authoritative dictionaries in the world, it means: *To have new ideas a long time before other people start to think in the same way (Collins English Dictionary)”.
This message is aimed at a North American audience and intends, in just a few seconds through a social media campaign, to promote the Italian ceramic tile industry and gain the loyalty of buyers of ‘Ceramics of Italy’, underlining that in this way “they are taking a piece of Italy home with them”.
It is the second film on ceramics directed by Francesca Molteni, who last year produced the docu- film Timeless Tiles: The Italian Legacy to celebrate the 25th anniversary of the Design Competition in North America, the objective of this campaign is that of making Made in Italy ceramic more competitive at international level, focusing on its totally unique and outstanding properties.
Ceramics of Italy, promoted by CONFINDUSTRIA CERAMICA
The Italian Association of Ceramics,
is a registered trademark of Edi.Cer. Spa, the organizer of Cersaie
For information: Viale Monte Santo, 40 41049 Sassuolo MO - Italy
Tel. +39 0536 804585 - Fax +39 0536 806510
www.ceramica.info - info@ceramica.info
Ceramics of Italy are on display at CERSAIE International Exhibition of Ceramic Tile and Bathroom Furnishings.
Promoted by Confindustria Ceramica in collaboration with BolognaFiere, organized by Edi.Cer. Spa
For information: Promos Srl Tel. +39 051 6646000 - Fax +39 051 862514
www.cersaie.it - cersaie@cersaie.it
This promotional tool goes hand-in-hand with two further projects launched by the Italian ceramic industry, in other words the video of the campaign entitled The values of Ceramic and Mater Ceramica.
The advertisement campaign ‘The values of Ceramic’ is dedicated to the great number of positive and particular aspects of the material and involves 8 video-clips that will be distributed on social media to consumers and professionals. This promotional activity was created and developed in Italy and will be distributed on the European and the US market in spring.
The Mater Ceramica project has been devised as a historical and geographical map of Italian ceramic, constructing a virtual network of the hundreds of artistic and industrial hubs that are present throughout Italy, connecting cities, areas and regions.
Related News
Friday, March 29, 2024
(November 2019) Confindustria Ceramica (the Italian Association of Ceramics) and the Italian Trade Agency are proud to announce the official call for entries for the 2020 Ceramics of Italy Tile Competition. Now in its 27th year, the competition recognizes...read more
(Bologna, Italy – October 2019) Ceramics of Italy is pleased to announce the successful first edition of the Cersaie Young Distributor Program - a new, annual initiative sponsored by Confindustria Ceramica (the Italian Association of Ceramics) and...read more
(New York, NY—May 2019) For the 31st edition of ICFF - North America’s platform for global design taking place May 19-22 – Ceramics of Italy will return to New York’s Jacob K. Javits Convention Center with...read more
(Orlando, FL—April 2019) Confindustria Ceramica (the Italian Association of Ceramics) and the Italian Trade Agency are proud to announce the winners of the 2019 Ceramics of Italy Tile Competition...read more
(New York, NY - March 2019) From April 9-12 at Coverings - the largest international tile and stone exhibition in North America, taking place at the Orange County Convention Center in...read more
(New York, NY - February 2019) From April 9-12 at Coverings - the largest international tile and stone exhibition in North America, taking place at the Orange County Convention Center in...read more
Web Design
Friday, March 29, 2024