The campaign with which BÁV, Hungary's oldest company, first stepped out of its comfort zone.
The company its art trading division launched its print campaign promoting auctions in 2015 with the slogan „The Joy of Collecting Art.” The main challenge was whether a company with several centuries of history could dust off and redefine its brand identity – and communicate all this authentically.
The print advertisements feature special artworks that emerge at auctions, hidden within packaging materials. Among the creatives made for BÁV Art Trading, the most notable is the Playboy advertisement: it shows a „dressed” (wrapped in paper and tied) Biedermeier chair. However, the backrest of the chair is bare: the unmatched beauty of the object emerges from beneath the torn paper. „Unwrapped is the real thing” – the slogan proclaims, creating a clear connection with the spirit of the magazine.
It is not only the clever double entendre that drives this creative, but also the captivating, mysterious beauty and elegance of the hidden object.
The campaign ran with numerous creative variations, featuring special, unique artworks „flashing” under various packaging. The creative concept was developed by the Stelius Marketing team in collaboration with graphic designer Balázs Pálmai.
„The ”The Joy of Collecting Art" campaign proved to be an excellent experiment in rethinking the image of a 244-year-old company: the BÁV logo came to life from a sleeping beauty dream into a majestic ancient goddess.
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