Piaget asked for Leo Burnett Milan to participate in a creative tender to introduce their brand to a new generation of customers while maintaining their iconic style and history.
With this need in mind, we developed five distinct communication creative concepts, each one taking into account ATL and BTL derivatives such as street and web ads, magazine insertions, catalogues, store windows, and retail concepts.
The artistic path I took was dubbed “Frames.” The idea is that when someone wears a Piaget item, the world around them changes and becomes distinct and exceptional.
Then, each Piaget piece is its own parallel planet. Our artistic approach was to produce dreamlike graphics inspired by Magritte’s paintings, or to develop articulated tales of continual replacement items or users, depending on the requirement.