Role: Art Direction, Graphic Designer, UX/UI Designer
Date: 2017/2018
Description: “Pensa Leggero” is an Awareness Campaign ideated for Ethics and Deontology university course for Driade company focused on the topic of obesity.
Software: Adobe Photoshop, Adobe Indesign, Adobe Illustrator, Sketch
Pensa Leggero campaign
The #PensaLeggero campaign focuses on the topic of obesity for Driade company. Obesity is certainly one of the most faced problems in the United States, where the percentages are concerned at a national level; we talk less about it in Italy, home of the "Mediterranean diet" and good food, although the problem touches many of Italian people.
For this reason we thought that it is absolutely indicated that the issue is faced not only by the competent Ministries but also by a solid industrial reality like Driade.
The #PensaLeggero campaign focuses on the topic of obesity for Driade company. Obesity is certainly one of the most faced problems in the United States, where the percentages are concerned at a national level; we talk less about it in Italy, home of the "Mediterranean diet" and good food, although the problem touches many of Italian people.
For this reason we thought that it is absolutely indicated that the issue is faced not only by the competent Ministries but also by a solid industrial reality like Driade.
Driade
Driade operates in the furnishing sector, a world almost very distant from the theme of obesity, and instead much closer than we think. We realized, during the analysis carried out on the work of the company, how furnishing is often the physical support that allows us to live our life in light-heartedness, and the factor that allows comparison and dialogue with the other people.
A comfortable chair, maybe beautiful, makes our experience pleasant and allows us to rest because it supports us. A table surrounded by chairs suggests the familiarity and protection of home dialogue, in which nobody judges and everyone helps.
Driade operates in the furnishing sector, a world almost very distant from the theme of obesity, and instead much closer than we think. We realized, during the analysis carried out on the work of the company, how furnishing is often the physical support that allows us to live our life in light-heartedness, and the factor that allows comparison and dialogue with the other people.
A comfortable chair, maybe beautiful, makes our experience pleasant and allows us to rest because it supports us. A table surrounded by chairs suggests the familiarity and protection of home dialogue, in which nobody judges and everyone helps.
This is how the visual concept of #PensaLeggero campaign is articulated. Driade shows his support towards people suffering from obesity through two simple concepts: the materiality of the chair (the product, always present) that supports the body as the group psychologically supports the obese person; as a furniture company it can provide the safe space in which dialogue is encouraged.
The primary objective of this campaign is to speak to those affected by obesity (the main recipients of the communication) to offer them an opportunity for redemption and relationships with other people.
The main channels by which the campaign is articulated are billboards and social networks for advertising, a blog that collects testimonials from users, a series of events in Italian squares and a summary book.
The primary objective of this campaign is to speak to those affected by obesity (the main recipients of the communication) to offer them an opportunity for redemption and relationships with other people.
The main channels by which the campaign is articulated are billboards and social networks for advertising, a blog that collects testimonials from users, a series of events in Italian squares and a summary book.
All the advertising communication, which is developed online and offline, has as its goal the engagement of the recipient and his arrival on the blog, where he can read the stories of those who live with his own illness every day. This will allow the individual to empathize and find comfort in the awareness of not being alone.
Furthermore, in sharing their experience, the individual receives the support of other users and becomes not only a user but also a creator of value and content within the site. In sharing his story he draws not only the advantage of a psychological liberation, but also the awareness of being able to help someone else.
Furthermore, in sharing their experience, the individual receives the support of other users and becomes not only a user but also a creator of value and content within the site. In sharing his story he draws not only the advantage of a psychological liberation, but also the awareness of being able to help someone else.
