Milan, June 24th 2011. "LUBE. A family reunion": devised by the Lorenzo Marini Group agency, this is the name of the concept around which LUBE's new press campaign will be based. Four images featuring unusual and colourful families will appear on rotation in the national press. In the opening image, which will be shown for the first time in the Sunday 26th June edition of the La Repubblica newspaper, the Noemi model will be taken over by a family of friendly tiger cubs. The rest of the images will follow during the rest of the year: they can be seen from July in the daily press and from September in magazines.
The concept behind the campaign is a modern habitat, where the kitchen is portrayed as the centre of the home: a dynamic place where one can "digest" the daily goings-on. These might be the family breakfast, a snack, a quick chat and the happy confusion that is lunch. LUBE therefore stresses the social role of the kitchen as a quality meeting place for families. Although every family is different, it is also true that families have common values. These values are shared by LUBE.
The new campaign will also be accompanied by a fresh new interpretation of the brand logo, which is more contemporary and eye-catching than ever before.