We thought about the best way to communicate Lioli’s products, so we decided to restructure and categorize its large range depending on each tile colour. The result were four product typologies that we related with four different natural environments: Desert, including warm tones; Volcano, with the most neutral designs; Antarctic, purest whites and marbles. And Amazonia, including collections inspired by tropical environments.
The bold advertising campaign we created for Lioli, had to reflect the openness concept, we’ve been working with. We get inspired by the four natural environments of Lioli’s typologies to set the bases for the campaign: the 4 photographs. In the photo-shooting process the main element of the photography might be a Lioli big slab. The tile had to be surrounded by an open and imposing natural environment related to that piece typology. We built also a claim for the campaign: “Go Wide, Go Lioli” and other claims more specifics that worked together with the photographs to create the final arts of the campaign.