Works of art have always provoked and caused discussion; with CRAI we promote Sardinia by creating interest in both products and works of art.
The campaign
It is a multi-subject campaign starring the characters portrayed in the most famous and iconic works of art: Michelangelo’s Last Judgement, Leonardo Da Vinci’s Mona Lisa, Caravaggio’s David, Raphael Sanzio’s Giulia Farnese, Philippe de Champaigne’s Cardinal Richelieu and Élisabeth Vigée Le Brun’s Queen Marie Antoinette of Habsburg.
The style
In keeping with the SEDPLUS style, we opted for lightness, convinced that communication should be a tool to transfer joy and fun.
The ‘works’ are displayed in the CRAI Art Gallery or one of the aircraft access fingers at Cagliari airport. This is a place of passage, often hurried: for this reason, a strong communication was needed, capable of involving travellers and making them become an active part of the communication process.
The five subjects
The ‘works’ are posted in the corridor of the finger. A place of passage, often hurried: for this reason, a strong communication was needed, capable of making travellers become an active part of the communication process. The aim of the campaign is to promote the CRAI brand by breaking out of the stereotypes and the all too often stale narrative of Sardinian advertising communication.
