Silestone® Authentic Life 2013. Silestone® innovates again with a new and original campaign concept.
February 25, 2013
Silestone®, the world leader in quartz worktops, launches its new “Silestone® Authentic Life” advertising campaign for 2103. This is a creative concept based on the true and authentic life lived by each person, and goes beyond the traditional campaign. It is a campaign concept that will imbue the complete brand’s communication through its varied off and online channels all throughout the coming year. The idea is that home life is comprised of small scenarios that make up the reality we live. Small spheres that encompass a whole. This campaign enters these spheres of reality; in this case, those of a group of persons to show the intimate relationship they have with their Silestone® worktops and to discover how these help and inspire them in their daily lives. A microcosm of true authenticity that gives shape and sense to home and professional tasks and which defines the “Authentic Life” of our protagonists.
“Silestone® Authentic Life” aims to inspire and adapt to different areas of the public – or target groups – that use this material on a daily basis, adapting it to their needs thanks to the great versatility and characteristics that Silestone® offers.
This new campaign concept embodied by “Silestone® Authentic Life” is the fruit of this brand’s evolution over many years and has become a brand statement bringing together the wide range of aesthetic and functional possibilities that quartz worktops offer.
For the creation of “Silestone® Authentic Life”, five different ads have been developed with real protagonists who reveal what their “authentic life” is like. These ads show the diverse and important facets of this brand such as design, functionality, flexibility, innovation and its emotive nature.
The “Silestone® Authentic Life” campaign, in both the printed media and online on websites and social networks also comprises a making-of video and an extensive catalogue with much photographic material.
Macarena Gea, fashion and architecture blogger.
One of the ads features Macarena Gea, one of Spain’s most influential bloggers on fashion and architecture, in a workplace that mixes cool and vintage elements and where Silestone’s® Unsui coloured elegant worktop with Suede finish is perfectly integrated thanks to its top quality design and versatility, and even incorporates a Silestone Integrity® DUE kitchen sink. 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 another of the “Silestone® Authentic Life” protagonists. He is featured 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 Íñigo Castro and Eli Pérez, recognized designers and interior designers. Aiming to offer a fresh design for every budget, their designs combine common sense and accessible solutions for everyday problems. This is how they envisage their work and put it into practice in the elegant ambience of their Estudio Normal, where a magnificent Altair coloured Silestone® worktop can be appreciated, 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 tradition where they currently work 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, Josechu, cook and adventurer, 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)