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Demaclenko’s new image campaign


Demaclenko’s new marketing campaign is to be presented to the public for the first time. It is targeted at the trade press and also at the national and international daily media.
 
“Snow" is the claim of this advertising package’s concept, with a perfectly high quality snow-covered ski slope vista as the backdrop. The picture is a cross-section, where nature and technology complement each other.
 
The new campaign skillfully showcases Demaclenko’s two “best sellers”, showing them off in the ideal setting. Titan, the propeller machine, and Eos, the snow lance, together with the surrounding mountain landscape, create a perfect symbiosis, one which also projects the company's vision: snow guns going way beyond their limits and being part of a global project, which, given its strong identity and originality, embraces the entire environment.
 
Our products, together with the mountains and all the skiers having fun on the slopes, form the composition’s ensemble, allowing us to marvel at their power and performance. Men and women are enthralled by the sight of snow emanating from Demaclenko’s snow guns, which deploy technology that is fully in tune with the natural world in terms of energy efficiency and technical progress.
 
In the various versions of the advertising package, the snow guns are depicted as the protagonists, just like a work of art. The Eos lances point up from a flat section of slope into the azure blue sky, thereby attracting the attention of a female skier, and the vast, tower-mounted Titan causes the children's eyes to light up and astonishes parents. Last but not least on a steep section of ski slope, Titan and Eos in tandem, show off their skills, helping to create perfect skiing conditions for the skiers, while a second sportsman pauses briefly to marvel at the snow guns in action. 
 
We chose as our inspiration for the various sites several regional and international ski resorts, where products by Demaclenko ensure boundless fun on skis during the winter months. The interplay between the various surfaces, materials and bright colors matches Demaclenko’s corporate philosophy and marks the start of a new communication strategy.
 
The result are four different advertising themes, which through their fresh, contemporary and international imagery convey Demaclenko’s unique and special qualities.
 
 
 
 
Mirjam Cestari
 
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