Ed01 conceived of a family-focused female campaign to launch the new “Fiamma” handbag. Responsibilities included concept, naming, campaign look and feel, casting and content. Our focus was to give the public a deeper sense of the Ferragamo’s commitment to family, quality, and the continuity of their brands innate sense of style and heritage.
Images by Ungano + Agriodimas
The campaign included video interviews with international mothers and daughters talking about their inherited legacies and style. By highlighting how other families keep their heritage alive, we were able to show a more personal side to the Ferragamo brand.
Casting included Langley Fox Hemingway and Mariel Hemingway, Hanayo and Tenko Nakajima, Sydney and Anika Poitier, Patricia and Melusine Ruspoli, Jacqueline Beaurang and Stella and Lola Schnabel and Flora Zeta Cheong-Leen and Claudine Ying, Helena Bordon, Marcella Tranchesi and Luciana Tranchesi.
“Being invited ‘into the family’ like this has a really powerful impact for brands, and I think this will especially be true for Ferragamo as we head into Mother’s Day weekend.”
Sarah Jones Luxury Daily, New York