To communicate the many, evident sustainable pluses of Italian leather. This is the clear objective of the new UNIC – CONCERIE ITALIANE campaign, created in collaboration with the international agency, Spring Studios.
At the same, the objective is to deny the paradoxical accusations made against leather by misleading campaigns based on wrong assumptions, and sometimes, objectively beyond the limit of being ridiculous.
The basic message is both simple and incisive: ‘Real leather is real sustainability’. It is aimed primarily at end consumers, so that they can understand the absolute value of an Italian-made product of excellence, whose identity is based on indisputable characteristics of naturalness, circularity, durability and creativity.
The campaign will use the web and social networks to spread the message, as well as traditional channels and specific initiatives. With particular attention to places and moments in which the media attention will allow a greater diffusion of its messages.
UNIC wants to particularly make an impact on younger generations, communicating the identity of leather as a historical and consolidated example of a circular economy. In fact, UNIC will never tire of emphasising that leather is a by-product of the food industry destined, otherwise, to be disposed of using techniques that have a great impact on the environment. The tanning industry, instead, recovers it and transforms it into a material with a very high added value and multiple uses: fashion (leather goods, shoes, clothing), automotive, furniture and design.