After a modern version was released of the modular seating system Camaleonda, designed by Mario Bellini in 1970, the “new” product has become the main feature of the latest advertising campaign from B&B Italia.
A unique initiative has been put together with the sofa as the centre of its communication thanks to the company’s photo archives of previous campaigns and the brand’s visual language of the time when Camaleonda was first promoted.
Camaleonda steals the scene, as if it were on a “stage” in a timeless, placeless environment, the sofa’s generous and brilliant forms clad in soft calming colours. The presence of a woman in the images is a tribute to the pictorial realism of American artist Edward Hopper.
A clear representation of the modern approach of the artist Hammershoi completes the campaign with regard to the angles of the photos and the soft, discreet colours.
The Camaleonda logo appears alongside the original claim from the 1970s, Dieci, cento modi di vivere, which means “Ten, one hundred ways to live”, and is written in Italian to underscore the company’s deep roots in Italian manufacturing.
The result is a truly exclusive ad campaign, where Camaleonda is completely “unveiled” for the public and its strong iconic figure and historical importance are placed in the spotlight.