Launching a new identity in style.
Little Italy in 2D.
-
. Client .SDC Petite Italie
-
. Role .2D Animation // Advertising Campaign
After the remaking of its visual identity, one of SDC ("Société de Développement Commercial") Petite Italie’s main objectives is to instantly be recognized by its primary audiences through its communications. Banking on its recent transformation, Little Italy also needs to attract a new clientele in line with its brand’s essence and DNA. Therefore, the neighborhood’s rebranding is revealed to its residents, visitors and target audiences through an animated video that makes quite an impression on them, especially by asserting the brand’s new positioning and tagline: “Montréal’s Ultimate Gourmet Destination.”
. CREATIVE PROCESS .
- // Research & Moodboard
- // Storyboard & Script Writing
- // Digital Illustration Production
- // 2D Animation Production
- // Creative Copywriting
. TERRITORIAL MARKETING .
- // Digital Marketing
- // Campaign Planning
- // Digital Campaign Management
- // Media Planning & Ad Buying
- // Performance Analysis (KPIs)
A neighborhood coming alive.
Little Italy's new tagline takes center stage in the launching video, whose plot reveals to the audience what “Montreal's Ultimate Gourmet Destination” is really about, and takes them on a culinary journey through Little Italy, featuring its famous landmarks and its residents’ unique lifestyle. However, representing landmarks, monuments and public spaces is not an easy task, but by respecting visual proportions and paying attention to details in the illustrations, the audience quickly recognizes the neighborhood they know and love. Moreover, Little Italy’s vibe is successfully captured, as the video draws inspiration from real life, which the audience perceives instantly.
// Production
Profiling real characters.
To reach specific audiences, a brand cannot leave anything to fate: the prospects should be able to project themselves into the communicated message. Little Italy’s promotional video, for example, features characters drawn up after analyzing consumer data from a positioning study, representing the actual neighborhood’s residents, consumers and visitors. To create a stronger bond between the target audiences and the brand, the characters’ environment and their interactions revolve around food and the kitchen, a happy side of daily life. Whether it is picking up fresh produce, cooking, or sharing a meal with loved ones, the video paints Italian values, unique to the neighborhood, in wonderful culinary moments.
// Personas
// Illustrated Environments
Leave nothing to fate.
For an audience to rediscover a brand with a new visual style, increasing channels is extremely important. In fact, the more you see a new image, the more likely you are to remember it. For that reason, Little Italy’s launching campaign kicks off on digital platforms, quickly revealing its new visual identity to its clientele, then expands to traditional media in order to reach a larger audience, mark the neighborhood’s territory, and increase the brand's new visual style’s exposure. In parallel, all of SDC Petite Italie’s social communications are updated for the brand to stay consistent across all platforms.
// Outdoor
Veni,Vidi,Vici.
Thanks to the different tactics that are rolled out, the advertising campaign reaches its objectives. As a matter of fact, the launching video is so successful that it quickly becomes the most viewed post on Little Italy’s social media. The audiences are also charmed by the brand’s new image as merchants, consumers and neighborhood regulars perceive it positively and can adapt to it almost instantly.
