If you were one of many visitors mystified by the origami birds found throughout Cersaie 2017, (or thought you had inadvertently stepped onto the set of a re-make of Blade Runner) here's an explanation. They were the work of Novoceram, the French ceramic tile manufacturer well known for its innovative marketing. Novoceram chose the aesthetics of Origami to present its new collections, with the paper crane as the main character for its two-stage communication campaign: storytelling content and a street marketing operation.
Backstage on the company's stand, the marketing team staged animated gifs mixing comedy and narrative to tell the story of a group of mischievous paper cranes from Japan that were bound for Bologna in search of a nest. This was done to promote the theme of the Origami stand, designed by Francesco Catalano..
During the five days of the show, 1,250 multi-coloured paper cranes were placed around Cersaie, on the main routes, in escalators, elevators, info points, restaurants and even the toilets ...... guiding the visitors to Novoceram's stand.
To find out more about Origami, Cranes invasion, and to experience all the viral marketing of Novoceram, follow the links below.
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