Abey’s Australian campaign promoting Barazza products

Starting middle of 2012: Campaign Rationale – La Famiglia

To build the brand of Barazza in Australia, our Australian distributor did quite a bit of research to allow them to create a campaign that would appeal to the consumer audience.

Barazza like Abey is a brand that has a long history. And a large part of that history is Family.

Tapping into that, Abey decided to create a scene that will capture not only the emotion of our audience, but their imagination as well.

The final shoot was carefully cast to allow them to style the campaign in the most elegant yet humble way showing four generations of an Italian family, the joy of coming together around a table to share food and drink around the family table.

It’s a scene that is warm, loving and represents the brand as established. It has the potential to reach a broad audience from the young, design savvy unmarried woman or man; the young family; and established confident person. Everyone belongs to a family.

The composition of the shoot was inspired by Da Vinci’s The Last Supper which is a brilliant and classic scene that captivates the viewer by drawing them into the scene, intrigued by the multiple conversations taking place between the characters (the apostles) with one ‘hero’ that is the image of Jesus.

With La Famiglia, Abey has created a couple of hero’s to allow them to create successful single page portrait images from the scene to expand on the campaign without overusing the full scene.

La Famiglia.

Barazza. Award-winning design and functionality. Made in Italy for over 40 years. Exclusive to Abey Australia.

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