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The dieci comangiamenti.
The advertising campaign
for Mercato Centrale
strategy – creative&art direction – copywriting – graphic design – digital communication – social
For the first ten years of Mercato Centrale, we created
a national advertising campaign in its
image and likeness.
10 years. 10 subjects. 10 commandments, or rather, comangiamenti.
To participate in celebrations, to honor sourdough starter, to commit some impure acts by giving in to temptation from the divine delicacies of
il Mercato Centrale
In the beginning,
there was Florence.
And we were there!
Since the laying of the foundation stone in 2013 and its opening in 2014,
almagreal sits at the right of Mercato Centrale
From Florence to Rome, Milan to Turin, we handled all communications, from strategy to concept to creative direction, creating the brand and visual identity, staging, advertising, and both internal and external communication for the four Mercato Centrale. And after ten years, we were ready to go even further.
Blessed be creativity!
The best way to celebrate?
With a national campaign!
A decalogue of bold and almost irreverent statements. Ten commandments—and more—but without any rules, just a few suggestions to enjoy the unique experience of Mercato Centrale with its artisans, shops, and delicacies.
The word of Mercato.
The copy strategy was accompanied by graphic design work that resulted in ten dedicated animated illustrations. A fresh, punk-inspired visual style, designed to appeal to a wide and diverse audience. Seeing is believing!
Take it and enjoy it, everyone.
The dieci comangiamenti appeared in all media, online and offline, social media, WeTransfer, Meta, and Google.
They appeared in major national newspapers such as La Repubblica, Il Messaggero, La Stampa, and Corriere della Sera. They were downloaded as wallpapers for desktops and mobile devices from the website diecianni.mercatocentrale.it.
Is that all? That would have been a shame!
That’s why we decided not to stop there, but to plan a second campaign for Christmas and New Year’s Eve.
For New Year’s Eve there is a theme available in two versions, for external and internal communication. Because – let’s face it – staying at home would be heresy!
The celebrations were properly sanctified, the first 10 years of Mercato Centralet were celebrated, let’s raise our glasses and toast!
fatti un giro tra i nostri fadvorites
