Genoa has opted for a campaign with photos of everyday life that symbolise its connection to the people in one of Italy’s most beautiful locations.
DOLCE VITA
The “Beauty of Genoa” has been carried over to Portofino, the location chosen by Serie A club Genoa CFC to run the launch campaign for their Kappa home kit for the 2024/25 season.
The Italian “Dolce Vita” is recreated through photos in one of Italy’s most picturesque locations. Taking advantage of Genoa’s proximity to Portofino along the Italian Riviera, the campaign shows everyday scenes by the harbour and in the village that symbolise the club’s closeness to the people.
The simplicity of the photos in passionate settings seeks to transport the viewer to the beauty of this town bathed by the Mediterranean Sea, where yachts and small fishing boats predominate. This campaign tries to bring football, fashion, and tourism closer together.
BEAUTY OF GENOA
One of the new features is the crew-neck collar, which adds a contemporary and comfortable touch while maintaining an elegant and refined profile.
The shade of dark red is inspired by pure feelings: a tribute to the most iconic and representative jerseys of the Grifone—authentic iconic pieces in the public memory, like the model adopted to celebrate the centenary.
The campaign’s slogan is “Beauty of Genoa” and celebrates the aesthetic beauty of the design, the pride of belonging to the fans, and the roots of the traditions that Genoa CFC has been conveying for over a century, as a heritage to leave to new generations.
The campaign is directed by Paolo Pettigiani, a professional photographer and art director from Turin, and together with him is Nicolò Leone, a digital content creator from Genoa.