Maria Benenati
Art Buyer at Grey United
Milan, Italy
TitleUgo
Agency
Campaign Soften yourself - Darmon
Advertiser Darmon Milano
Brand Darmon Milano
PostedJuly 2008
Product Darmon Cashmere
Business Sector Men's Clothing
Tagline Soften Yourself
Story The campaign was developed into 3 subjects, 3 portraits of people wearing
Darmon cashmere.
Philosophy We wanted to break the ties with the previous communications, opting for a witty and unusual communicative style which is
rare in fashion. There are no classic fashion models, but people looking mad,
bad and dangerous to know. Definitely no oil paintings, then. The head 'Soften yourself' plays wittily with
the visuals, emphasizing the softness of Darmon fabrics, 'hoping' that its
extraordinary softness would go beyond the simple tactile experience and
actually mellow even the harshest personalities.
Problem Darmon Milano is a brand with a long tradition in fashion, and its name is a
guarantee of style and quality. The main object of the press campaign was
the cashmere line; the objective was to differentiate the brand from the
glossy, often too uniform communication typical of its sector.
Media Type Magazine
Market Italy
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Photographer
Art Buyer
Account Supervisor
Advertiser's Supervisor

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