Sustainability is a core value that distinguishes Italian ceramic tiles from products manufactured elsewhere. True sustainability, as practised by the Italian ceramic industry, has become a key value proposition for a brand, a collection and even an entire industry. Designers across the globe seek out and specify materials that not only meet the highest standards of aesthetic and technical quality but also have international sustainability certifications.

Exprimo agency has long been collaborating with Confindustria Ceramica to communicate these values effectively and to identify the most engaging way to connect with design professionals, clients and consumers. The starting point of the process was a structural analysis of the state of the art of sustainability communication in the sector based on a series of interviews and focus groups conducted in Italy and abroad by FocusLab starting in 2020. This extensive research project was carried out with the support of the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency ITA. Following successful campaigns focusing on the intrinsic values of Italian ceramic tiles, their application potential and the aspects that differentiate them from alternative materials, Confindustria chose to double down on this narrative strategy for Cersaie 2023. “Since our sustainability is a proven fact, demonstrated by the unparalleled investments made by Italian ceramic companies, there’s no need for us to make claims or comparisons: all we need to do is present the facts as they are.” This in short is the creative strategy behind the project.

The 2023 communication campaign focuses on eight themes, each devoted to an aspect of sustainability of Italian ceramic tiles: reuse of waste materials, energy cogeneration and photovoltaics, product lifespan compared to production times, total recycling of water, environmental sustainability declaration, zero release of harmful substances, antibacterial properties and the ISO 17889-1 standard. Each theme is complemented by a symbolic illustration with an elegant, vintage look reminiscent of iconic Italian advertising illustrations reimagined in a contemporary style.

Illustrations are an effective way of conveying complex concepts. The combination of graphics with a vibrant colour palette makes technical content engaging and easily comprehensible.

For each theme, the precision of the title statement is balanced by a colourful, visually appealing image that harks back to the heyday of Made in Italy, with that sense of “lightness” that Italo Calvino considered to be a defining value of our age.

The campaign, led by creative director Greta Sala and art director Matteo Capirossi, featured billboards set up in the outdoor exhibition spaces during Cersaie, social media posts and, as an unusual touch, a series of rectangular cards reminiscent of the postcards that people used to send to friends and family from around the world back in the pre-digital age. But this time it’s the Italian ceramic tile industry that is sending a message of positivity and leadership to the world: our ceramic tiles are sustainable, certified and geared towards a planet-friendly future.

 

 

October 2023