Confindustria Ceramica, the Italian national association for ceramic producers, has been awarded the first prize in the Sustainability & Green – Integrated Campaign category, for its Ceramics of Italy for Sustainability communication campaign.
The project, developed by the agency Exprimo in cooperation with Confindustria Ceramica, is said to be the result of extensive research conducted over the past few years by Focus Lab with the support of the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency ITA. The aim was to compile all available information on the current and future perceptions of the sustainability of Italian ceramic products and included insights from focus groups.
All of the content produced by Exprimo was disseminated through various channels, including the internet, social media and out-of-home advertising. The ceramica.info website – available in five languages – hosted a dedicated section containing more than 90 educational articles, 20 videos analysing regulatory measures and the overall legislative context, and 20 tutorials offering guidance on the main environmental issues facing the sector for professionals such as architects, designers, retailers and installers.
The content was also shared on Instagram, Facebook and LinkedIn. Additionally, a series of eight illustrations inspired by masters of Italian advertising summarised key concepts such as water recycling, emissions reduction, attention to people and supply chain certification.
www.confindustriaceramica.it
