ROSSANA. A CAMPAIGN of COLOUR AND MUSIC.
Sponsor of Umbria Jazz 2018, Rossana wanted to communicate its participation both in the territory of Perugia during the important musical event and nationwide online.
Of course, the theme was music, and in particular Jazz.
This led to the creation of the campaign A KIND OF RED, which plays with the RED colour of the famous Rossana candy wrapper both in classic and chocolate version, quoting as a tribute the title of the famous Miles Davis’ Jazz composition A KIND OF BLUE.
And indeed, Rossana’s red is really special, highly recognisable, an art red, the real protagonist of communication.
In addition to the wrapped candy, however, the naked product was there too.
It became part of the illustrations and has been used to replace part of musical instruments: the key of a trumpet, the keyboard of a piano, the keys on the headstock of a guitar.
As a result, the product becomes the key visual of the online communication campaign.
For OOH communication materials in Perugia during the festival, the claim and the colour palette remained unchanged, but the graphic signs orientated towards the link with the territory.