Fleur
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
The new Fleur collection adds colour to everyday life – its uplifting shades and designs create a positive and vibrant atmosphere that sets the scene for special moments around the table. The Premium Porcelain series made in Germany combines classic elegance with a modern fresh feel and perfectly captures the beauty of nature in abstract, graphic floral patterns. The colour palette consisting of cassis, soleil, vert and bleu is ideal for creating individual looks on the table – from playful to modern, depending on your taste and mood. Enjoy beautiful floral effects on your table with Fleur and create your own bouquet!
The Jury‘s Statement
In the tableware segment, an attractive product launch is no longer enough; what is needed is a communication approach that brings together style, usage and brand attitude. For "Fleur", Villeroy & Boch develops a clear narrative in response: colour, floral abstraction and mix-and-match are transferred into a coherent campaign system across imagery, POS, social media, CRM and press. The fact that the modular collection can be read at every touchpoint as an invitation to create an individual table setting gives the launch direction and presence.
