Dainese and Valentino Rossi together once again for the new red devil corporate advertising campaign by Toni Thorimbert. A great novelty is represented by the presence, alongside Valentino, of Alessia Piovan, a young Italian actress, chosen by the director Andrea Molaioli for his first full length film "La ragazza del lago" (The girl by the lake).
The decision to place an actress at the side of the Tavullia Champ is part of Dainese's new communication strategy. The brand, universally renowned in the racing world and by the most ardent sports fans, today wishes to communicate its values to an increasingly wider, and above all female public.
“Dainese. Stile di vita” (Dainese. Lifestyle) is the title of the new concept: the shots portray Valentino and Alessia in four moments of everyday life, in which however they are nonchalantly wearing racing suits, leather jackets with a high technological content and protections. The photographer, Toni Thorimbert, has played on contrasts, recreating a warm and welcoming atmosphere like the most intimate domestic environment to counterpoint the technical clothing of the two stars and Valentino Rossi has cleverly interpreted his "lifestyle" with the irony and personality that have made him an international icon.
The setting used for the shoot was “Mulino503” in Vicenza, a completely renovated 17th century mill which in recent years has been chosen as suggestive location for contemporary art exhibitions by international artists, including the Israeli Ron Arad.
The new 2008 ADV campaign will appear in top national and international lifestyle, women's and motorcycle magazines. The creative work is by the Milanese agency Carmi & Ubertis.
"Head-to-toe protection for people who engage in dynamic sports". This is reason for which Dainese was founded in 1972 by its current President, Lino Dainese, and this has been the company mission from inception to the present day, in all the new values that make Dainese a dynamic company in continual movement.
