The latest collection from the Maletti Group (created by Studio Giovannoni Design) gains further prestige from another important contribution – by photographer Oliviero Toscani, for the advertising.
The Maletti Group and its salon design role need no introductions. Its recent work has ensured this. Collaborating exclusively with L’Oreal Produits Professionnels, the company has created its own brand “Presence Paris”, comprising three eco-friendly furnishing ranges.
One range was designed by Christophe Pillet for Eco Fun®, and two come from Giovannoni Design (Green First® and the later Alu Green®). Based on versatile wash units in modular parts in glass resin, the new range is entirely composed of recycled and/or recyclable materials.
And this project is further enhanced by another important collaborative contribution. The Scandiano company called on Oliviero Toscani, one of the most famous Italian creative minds, who came up with a witty and visionary interpretation for Alu Green’s advertising campaign. Toscani explains the evolution of the idea: “I imagined being Tarzan in the jungle, going to visit Jane. But I couldn’t find her – instead I found Cheetah and all his friends…”
What’s the message behind the campaign?.
It goes back to the idea of imagination and spectacularness, leaving behind the strict rules of marketing which are not even that logical in the end.
Thanks to the best digital technology around, the same that was used for avantgarde special effects, this campaign was possible. It took over a month to put together all the pics and create this project.