Human Company / Advertising and Digital Campaign

Human Company

lovespitality

concept – creative direction – copy strategy – graphic design – videography

A new campaign by almagreal for Human Company, the Italian group leader in open air tourism. Lovespitality is a neologism, a strong concept that summarises the passion, attention and care of those who make open air hospitality with passion, respect, and care.

A media planning involving daily, weekly and monthly newspapers, including financial, travel and life style. In addition to digital media and Youtube. An evocative and fluid, evocative and incisive visual language. This is all lovespitality. The copy strategy that guided this new campaign is the natural evolution of “è nella nostra natura”, a concept explored and created in 2020. And there is a lot in Human Company's nature.

There is the passion of those who have always believed in the open air and in the enhancement of the Italian territory, rich in natural, artistic and cultural attractions to be discovered and loved. There is the care that goes into every little detail, to make each holiday a unique experience. There is the dedication to the guests, who choose Human Company year after year, certain to find a safe, caring and genuine environment. Above all, there is a real, tangible love, which makes Human Company’s hospitality unique and special. This is how lovespitality was born, the headline that blends with an institutional and at the same time emotional bodycopy: We have always loved welcoming you. And more every day.

Memory, wish, idea.

This is holiday. This is why we chose to combine words with an evocative and evocative visual, where shapes of human faces welcome the story and the yearning of a beloved place, one of the places where the Human Company structures are located and welcome their guests with love. A journey between memory and introspection, a drive towards the deep interiorisation of the experience, a departure that is also a return.

For the illustrations that emerge from silhouettes we chose the art of Giulia Pastorino, a young and talented illustrator who immediately tuned in with our creative mood and sensitivity, as well as with the Group’s values. Together we created soft, fluid, wide-ranging scenarios in which human subjects move delicately and lightly, portrayed in serene situations, real moments of life lived or to be lived in Human Company facilities.

It is a matter of love.

After all, love means welcoming, caring, protecting and growing together. Exactly what Human Company has been doing for almost 40 years and what we described in this campaign: lovespitality.