The image chosen for Technodomus is…naturally technical

Technodomus, being held from March 11^th to 14^th 2009 at Rimini Expo Centre, is a showcase of the state of the art in woodworking technology and applications of wood in building construction.
The new Rimini Fiera exhibition offers a reference expo for the trade staged on odd-numbered years, ensuring Italian manufacturers a high profile showcase for their new products on the years in which the leading expo is not held. An appointment that is a must for all those involved in the woodworking technology and building component trades.
The advertising campaign has been entrusted to the Life, Longari & Loman agency (Art director – Francesco Pavano, Copywriter – Marcella Trovato, Photos and post production – Oddo Neri).
When putting together and communicating the nature of the exhibition, the Life, Longari & Loman agency made some clear-cut strategic choices in order to ensure that the distinctive character and values of Technodomus emerged: the all-round technological aspect, wood as a “naturally technical” material, design and style.
Design and style, since it must be remembered that the firms exhibiting their technologies contributed considerably to creating the worldwide image of Italian design as far as building, furnishing and décor are concerned.
This led to the design of the brand, based on a play on figure and background, which brings to mind an archetypal tree structure.
This led to the creation of the “wooden sculptures”, set in a technological limbo, which form the visuals of the campaign for the launch of Technodomus and the image of the 2009 edition.
The result is a technological evocative image with great impact, for a high profile campaign.