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- The creative advertising campaign showcases real people that live and work with Silestone
- The innovative campaign is being launched simultaneously worldwide
UK, 26 February 2013 – The world leader in the production and distribution of quartz worksurfaces, Cosentino is launching its new ‘Silestone® Authentic Life’ advertising campaign. Each advert showcases real people that live and work with Silestone every day and will be simultaneously launched worldwide. This creative campaign, which will be distributed through off and online channels aims to re-enforce the brand’s ethos and inspire a range of target audiences.
For the creation of the ‘Silestone® Authentic Life’ campaign, five different adverts were developed with real people that explain what their ‘authentic life’ with Silestone is. These adverts communicate the diverse and important elements of the brand such as design, functionality, flexibility, innovation and its emotive nature.
It took over three months to find the five case studies who, thanks to their experiences, philosophy of life, leadership skills, day to day work, and belief and trust in Silestone®, have become the focus of the ‘Silestone® Authentic Life’ campaign. A making-of video and an extensive portfolio of photos has also been created.
- Macarena Gea, fashion and architecture blogger.
One of Spain’s most influential bloggers for fashion and architecture, Macarena Gea is showcased in one of the new ‘Silestone® Authentic Life’ adverts. Macarena’s workplace mixes cool, vintage elements, which includes a Silestone® Unsui coloured elegant worktop in the new Suede finish. A Silestone Integrity® kitchen sink is also perfectly integrated into the worktop. For Macarena Gea, a young businesswoman and lover of architecture and fashion, “Authentic Life is among the elements that give shape to our homes or the clothes we wear, and this is precisely what I write about in my blog”.
- Alain Guiard, chef
The well known chef Alain Guiard, who has an established cooking career and is the winner of the 2013 World Catering Championship, is featured in another of the ‘Silestone® Authentic Life’ adverts. He is pictured in an elegant and streamlined cooking area with a splendid Lyra coloured Silestone® worktop. Silestone® has become the perfect material for his kitchen as it is the only quartz worktop with bacteriostatic protection that guarantees maximum hygiene. For Alain Guiard, “Authentic Life allows me to enjoy the challenge of offering haute cuisine to my customers every day, establishing a connection with them and the ingredients I use, with my tools and with the kitchen itself”.
- Íñigo Castro and Eli Pérez (Estudio Normal), designers and interior designers.
The third “Silestone® Authentic Life” setting focuses on Estudio Normal and recognised designers and interior designers, Íñigo Castro and Eli Pérez who aim to offer a fresh design for every budget. Estudio Normal features a magnificent Altair coloured Silestone® worktop, as well as a built-in Silestone Integrity® sink and a radiant White Zeus Silestone® work table. This is where Íñigo and Eli create and breathe life into what both consider a truly Authentic Life to be: “spaces for sharing, for feeling, where much of what we experience is what makes each of us real. Our wish is for everyone to make their life unique and unparalleled”.
- Xavier Mañosa, (Apparatu), potter
Xavier Mañosa is a potter who, together with his father runs Apparatu, an art project and a family business where they are currently working on a new concept of decoration based on ceramics. In their workplace, surrounded by craftwork and art, are two elegant Silestone® worktops in Magenta Energy and White Zeus. Both surfaces are witness to Xavier’s great work which blends what he learnt of the profession from his father as well as newly gathered ideas from his trips away from Spain. “This blend of tradition and newness or applying the most modern ideas to ancestral designs is Authentic Life for me”, says Xavier Mañosa.
- Josechu, (Taranná), cook and adventurer
Via his business and his wide-ranging experiences, cook and adventurer, Josechu is also part of “Silestone® Authentic Life”. After travelling the world for a number of years he returned to Spain and began a new adventure – Taranná – an alternative business idea that challenges the concept of the typical neighbourhood bar. Serving traditional recipes but with an original twist of ingredients, Taranná is also different thanks to its interior design that achieves a mix of cosiness and exquisite good taste and where a Silestone® Doradus worktop and a Carbono coloured table with a Suede polished finish play an important role. This is where Josechu spends his days in step with the experiences he has lived as for him “Authentic Life is breaking with what makes you unhappy, searching for adventure and applying your experiences to the future”.
Technical datasheet “Silestone® Authentic Life 2013”
Advertiser: Cosentino Group
Product / Brand: Silestone
Sector: Kitchen worktops
Photography and art direction: Iván Jurado
Original Idea / Concept: Damián Granados , Esteban Sosa (Cosentino Group)
Producer: The Mushroom Company
Photographer’s assistants: Juan Barrios (1st assistant) y Pedro (2nd assistant)
Executive Producer: Luis Delgado
Graphic Design / Layout : Esteban Sosa
Copy : David García
Production assistant, location scout and casting: Susana Gellida
Artistic director: Marta Collel
Stylist: Patrycja Juraszczyk
Hair & Makeup: Inma Cifre
Runners: Walter Scuarcia
Digital retoucher: Patrick (Eclipse BCN)