Authentic
The Craft of Silestone's
Art-Inspired Campaign
Silestone, a global leader in high-performance surfaces (an engineered stone that can be used for countertops, wall cladding, sinks and flooring), has faced challenges in the South American market due to the emergence of lower-quality products claiming equivalent performance.
To address this issue, our strategic initiative aimed to generate awareness, establish the brand, and communicate the discernible differences between the two products. Targeting the upscale audience, we meticulously crafted visually striking renditions resembling renowned works of art.
These masterpieces were strategically showcased in high-traffic public spaces such as shopping centers and commercial buildings frequented by our target. This approach served to captivate the audience, effectively conveying the unique value proposition of Silestone in a sophisticated and memorable manner.
Adjacent to each art installation, a discreet plaque replaced the conventional artwork description, featuring the campaign's creative message.
The Craft
In this campaign, the images utilized were crafted through photography and manipulation.
It tried to snuggle up, but ended up light-years away from the genuine brilliance of the work.
