Sanpellegrino receives rest room paper therapy
Toilet paper is a magazine that needs no introduction. Since its launch in 2009, the semi-annual art publication by Maurizio Cattelan and Pierpaolo Ferrari has been very popular in the creative world for its seductively surreal images and has seen the duo collaborate with people like Martin Parr.
Toiletpaper's unique approach to image creation has also attracted the attention of a number of commercial customers over the years, from the fashion brand Kenzo to the dating app OkCupid, for which they recently launched their fun DTF campaign.
Fittingly, the Milan-based magazine recently worked with another titan of Italian culture: Sanpellegrino. The bubbly brand of water, fondly known as "Le Bibite Italiane" (or the Italian drink), is synonymous with summer vacations in the Italian sunshine, but its influence has also spread to popular culture, as its instantly recognizable green bottle unites everything La Dolce Vita has a cameo for the sopranos.
In the new collaboration with Cattelan and Ferrari, which is orchestrated by We Are Social's Milan office, three varieties of Sanpellegrino – Aranciata, Aranciata Amara and Chinò – are reinterpreted and published as limited-edition designs.
From the highly saturated, lush orange images to the playful accompanying social campaign, it is a collaboration that successfully gives the historic beverage brand a taste of the disrespectful style of toilet paper.
Credits:
Agency: we are social
ECD: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Associate Creative Director: Paulo Gonzalez, Mattia Lacchini
Senior Creative: Camilla Vanzulli
Art Director: Eleonora Errigo, Giulia De Chirico and Federica Gargiulo
Publisher: Federica Mordini, Andrea Ruscitti