Brizo taps into Edwardian decadence
Luxury bathroom fittings brand Brizo has launched its new range with an ornamental flourish. Its Invari Bath Collection combines Edwardian ornamental touches with modern craftsmanship, and so the brand acts more like a fashion label than a traditional bathroom supplier.
Agency Young & Laramore, together with creative studio Wade and Leta, built a campaign with a surreal air that sets out to further emphasise this reputation, aiming to reach high-end interior designers and architects. It ran across print, digital and social media, using the hashtag #UnnaturalWonder to tag posts and represent the unconventional ethos of the collection.
Young & Laramore placed extra emphasis on Instagram, where the campaign used a combination of row takeovers, Instagrids, carousels and single-image posts to tell the story of the collection. Organic stories and posts combined with paid stories and posts to reach a broader audience.
Brizo brand manager Lucia Bayt said: “Brizo has always been about fashion as a lifestyle. And fashion means pushing the boundaries. Y&L has done exactly that with this campaign. It breaks outside category norms and channels the unorthodox spirit of the Invari collection. And since it’s the details that really set Invari apart, close attention has been paid to every single detail in these images. That creates an irresistible element of discovery. The longer you look, the more there is to see.”