Scarpa

Celebrating 80 years of business through an emotional campaign

Sector

Outdoor

Tools

80th anniversary – logo restyling, website, social networks, special project and contest, photo shoot, video, booth, event, advertising

Description

A dual communication project for one of the world leading brands in the sports footwear sector.

The approach started with identifying a concept capable of speaking to different communities, divided by sports disciplines. Then, it was applied across various communication tools to enhance the company image as a whole and to mark its 80th anniversary.

Technologies used

80th Anniversary

Logo restyling

For its 80th anniversary, Scarpa requested a logo restyling, resulting in a reorganization of weights and shapes of the previous logo, with the central inclusion of the figure ‘80’ accompanied by the years of the company founding and anniversary, and the celebratory payoff Wilderness Celebr80.

Website

In continuity with the logo restyling, to enhance the 80th anniversary and shape a genuine brand awareness project, a dedicated website was created targeting the company international audience.

A smartphone displays a website featuring a portrait of a man at the top, with the text

Social Network

Alongside the website, social media communication also underwent a change of direction. The 80th anniversary was further highlighted in posts, featuring special projects and iconic products.

Special Project and contest

Particularly significant in the anniversary context was the conception, planning, and management of a special project. Three Scarpa products, with personalized packaging, became ‘objects of desire’ for a contest aimed at brand enthusiasts and athletes.

A limited edition set of red ski boots displayed in front of a teal box, intended for Scarpa's 80th anniversary. The set includes various branded items such as tags, cards, a white drawstring bag, and a booklet celebrating 1938-2018.

Image of a limited edition Scarpa hiking shoe set celebrating the company's 80th anniversary. The set includes colorful hiking shoes with yellow laces, a green and white box, a white drawstring bag, a certificate, a small book, and a folded white cloth.

A pair of climbing shoes with red and black coloring are placed on a white branded cloth. Next to them is a teal box with "Limited Edition" text, a drawstring shoe bag, a warranty certificate, and a club card. The items commemorate an 80th anniversary.

Photo Shoot

The fruitful collaboration between the photographers’ team and the agency artistic direction resulted in a photo shoot featuring three exceptional athletes: thus, Hervé Barmasse, Romolo Nottaris, and Heinz Mariacher became ambassadors of the company in its 80th year, further enhancing the brand.

An elderly man with gray hair stands against a dark background, holding red ski boots over his shoulder. He is dressed in a black jacket and appears pensive, gazing into the distance. He also holds a pair of skis and ski poles in his other hand.

Black and white image of a man with a beard and mustache, wearing a T-shirt with a gorilla illustration. He holds an object with wires and buttons in his hands, looking directly at the camera against a dark background.

A person in outdoor attire holds a climbing chalk bag and a blue and yellow climbing shoe. Multiple carabiners hang from their jacket. They have short, dark hair and a contemplative expression. The background is dark, highlighting the person and their equipment.

Black and white portrait of a middle-aged man with short hair, a beard, and a mustache. He is dressed in a plain dark shirt and looking directly at the camera with a neutral expression. The background is completely black, putting focus on his face.

Sepia-toned portrait of a man with medium-length messy hair, a beard, and a serious expression. He is wearing a simple dark top and a necklace with a small pendant. The background is dark, highlighting his face.

An elderly man with long, wavy, gray hair and a mustache is shown in a dramatic, low-light black and white photograph. He is wearing a dark turtleneck sweater and gazes thoughtfully into the distance, with a somber expression on his face.

Black and white portrait of a man with messy hair and a beard. He gazes off to the left with a thoughtful expression. The lighting highlights his facial features against a dark background, creating a dramatic effect.

A grayscale portrait of a middle-aged man with a beard, gazing solemnly into the distance. The lighting highlights his facial features against a dark background, casting deep shadows on one side of his face. He is wearing a dark shirt.

A close-up, sepia-toned photograph of an elderly man with white hair and a mustache. He is wearing a jacket with the collar turned up and a scarf. The man has a serious expression and the background is dark.

Video

Representative video spots and Wilderness Celebr80 attitude videos also contributed to celebrating Scarpa 80th anniversary.

Stand

For Ispo Monaco, the most important fair dedicated to winter sports, stands and communication tools were designed, always in line with the anniversary concept, capable of enhancing the company’s already strong reputation.

A booth at a trade show featuring Scarpa's 80th anniversary. Displayed are ski boots in a glass case and limited edition sneakers on a wall. The backdrop shows a large image of a man with "Wilderness Celebr80 Zer08 Limited Edition" written beside it.

Event

For an anniversary, the creation of a celebratory event is inevitable. Supported by the wordplay Wilderness Celebr80, the event emphasized the experiential side of Scarpa transforming it into an occasion to celebrate.

Four individuals smile while collectively cutting a birthday cake decorated with the number "86" and festive colors. They appear to be celebrating an 86th birthday at an indoor event, with others and a bar visible in the background.

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