PERSPECTIVES AND REFLECTIONS. CREATIVITY AND INSPIRATIONS.
COSMOFARMA IS ALL THIS AND MUCH MORE.
The aim of the communication strategy was clear right from the start. Finding an image that could convey the theme of Cosmofarma Exhibition 2017: “Look beyond. Driven by passion”.
Gruppo Vento, the agency which devised the new advertising campaign for the fair, was inspired by one of Helmut Newton’s most famous photographs, “Fashion X-Ray”. Using the 2017 tag line as a starting point, the idea was to produce a visual portrayal of the concept it expresses, a new, passion-filled perspective that can see beyond. This explains the skull X-ray. Targeting an audience of attentive and receptive pharmacists, the campaign communicates this ability to make visible what is invisible to most people. The X-ray effect creates an emotive as well as a visual impact. The “double exposure” graphic technique superimposes various images, attributing a different meaning to each of them.
The result is an aesthetic intertwining which creates a one-way effect and reflects the innovative and original identity of Cosmofarma. But there’s another level of meaning too: the thinking head is a clear reference to the ideas, vision and strategic supervision employed by Cosmofarma to interpret and reinvent the future, while the cerebral hemisphere which frees the emotions is a reference to Cosmofarma’s passion, reinforced by the smile of the young man who also represents the future of pharmacy.