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Green Impact by Maletti

Friday, 14 December 2012 19:09

The latest extraordinary collection from the Maletti Group (created by Studio Giovannoni Design) achieves new heights, in collaboration exclusively with L’Orèal Professionnel, and the Italian visionary - Oliviero Toscani.

Maletti Group and its world renowned salon designs probably needs no further introduction. Their high profile portfolio and clients ensure this. This year, the company is excited to create its own brand “Presence Paris”, collaborating exclusively with L’Orèal Professionnel, which comprises three eco-friendly breakthrough 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.

This project is further enhanced by another important collaborative contribution, with the vision of 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 spectacular-ness, 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 avant garde special effects, made this campaign possible. To complete this project, the team took over a month to put together all the necessity and imagery together, with the extensive process then created the fantastic Shangri-La-like world in the campaign imagery.

Maletti Group
http://www.malettigroup.com

L’Orèal Produits Professionnels
http://www.accademialoreal.it/_en/_gb/Conso/minisites/academy/home.aspx

Oliviero Toscani
http://www.olivierotoscanistudio.com

  • Green Impact by Maletti



  • Green Impact by Maletti



  • Green Impact by Maletti

    Ritratto Stefano & Elisa Giovannoni

  • Green Impact by Maletti

    Oliviero Toscani

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