Fedrigoni 12 is a campaign that crushes common misconceptions associated with the brand - using their own products to do so.
The twelve-month campaign spotlights six misconceptions, each with an associating tagline. These taglines, and
the campaign identity, are revolved around the ≠ symbol, asking the audience to re-imagine their perception of Fedrigoni. Not only does the advert focus on the “luxury is unaffordable” misconception, but a range of others as well.