Manfrotto, Imagine more (in NYC)
Manfrotto belongs to an elite collection of specialist brands that you can really trust.
From the professional…
Every amateur photographer is bound to have come across this Italian label at some point in their life, since it has produced high-quality accessories for over forty years. Some would say that it is a result of their reliable and long-lasting products, created by and for professional photographers.
…To the enthusiast
This doesn’t stop ‘ordinary folk’, with relatively minimal needs, equipping themselves with professional equipment. I belong to this second category, as a passionate, enthusiastic photographer who has indeed bought kit from Manfrotto.
Following advice from specialists, I first of all equipped myself with a tripod, a crucial accessory for capturing clean shots, especially when lighting is poor. (quelques exemples)
So when Manfrotto invited us to find out more about the brand’s identity, and their new approach to the market, I didn’t hesitate. I was lucky; it took place in New York.
Accompanied by a true lover of photography, Lâm Hua, I was given the opportunity to discuss, live and breathe photography over a few days in the Big Apple, surrounded by representatives from the brand and journalists from around the world.
Imagine More
« Imagine more » is the new slogan of Manfrotto, who have tapped into a method of advertising based on core values and a certain way of life, rather than the products and their quality (which speaks for itself).
Instead of calling on moguls from the world of photography, the brand has centred the campaign on 5 characters from a range of expertises:
- - Italian actress Violante Placido, who you can see – or rather admire – most recently alongside George Clooney in “The American”.
- - Dj Mia Moretti, the face of New York nightlife, who bears an uncanny resemblance to a certain Chloë Sevigny.
- - Swedish chef Marcus Samuelsson, holder of three Michelin stars and a dapper philanthropist.
- - Creative director Simon Doonan, who has been at Barney’s for over 25 years.
- - Photographer Chase Jarvis, renowned for his advertisements and his modern, community-based approach to photography, coordinator of the event.
Manfrotto Manfrotto has chosen to not simply choose one person to front their new venture, but five different influences, which in itself will create an atmosphere of creativity.
The emotion
Today, anyone can invest in a professional camera. Due to the accessibility of the Internet and recent democratisation in the field of photography, we now all have the opportunity to take snapshots of exceptional quality.
The whole approach has changed, and advertising is no longer (only) based on the product, but also emotion.
C’est dans cette optique là que j’ai pu échanger dans des discussions passionnantes avec Marcus Samuelsson et Simon Doonan, que je relaterai très vite.
YOU SHOULD LIKE
