From 10 October, the commercial of the women's magazine DiLei, brand completely declined in pink by Italyonline. The protagonist of the advertising campaign is a little girl who, intent on rummaging in her mother's wardrobe in search of her "perfect" outfit, represents an evolving feminine who has not yet decided what and who she wants to be, open, with spontaneity and creativity, to future and its infinite possibilities. A feminine always in contact with the child that is in every woman.
The result is one ironic spot, which talks about being a woman with its many contradictions and facets, underlined by the claim: "Whatever your style, we understand you".
In the segment of online women's magazines, DiLei can boast more 6.2 million unique users per month, a performance that makes it the most clicked website dedicated to women in Italy.
“We are happy and proud of our first advertising campaign – she comments Barbara Del Pio, Content Manager of Italiaonline – the concept of the project immediately won us over, because we think it embodies the philosophy of our magazine: to tell femininity without imposing a model or a cliché, speaking in an inclusive way to all women, present and future, precisely like DiLei does every day”.
“We looked for a synthesis, a code that would tell women about yourself – she declares Fabrizio Russo, CEO of KleinRusso, the creative community that conceived and created the video – its being beyond clusters and models, and we found it in the smile and stylish lightness of Noemi (the girl protagonist of the spot, ed) ” .
The format chosen for the spot is the 15 seconds. The planning is handled by the Mindshare media center and includes TV, digital and GO TV in the metro and airport circuits.
