Fabiani Gioiellerie
Collezione Cerimonie

Client:

Fabiani S.p.A

Year:

2025

Category:

Jewelry

Services:

Brand Strategy, Copywriting, Voiceover Direction, Advertising Concept

Fabiani Gioiellerie, a renowned Italian jewelry shop brand, entrusted us with the strategic and creative direction for its 2025 ceremonial collection campaign, focused on jewelry designed for First Communions and Confirmations.

In Italy, these religious sacraments are often celebrated with the gift of the first precious jewelry, especially for young girls—delicate pieces in gold or silver symbolizing the transition into new stages of life.

Our challenge was to create a campaign that would resonate with parents and relatives, the real buyers of these gifts, while conveying the emotional significance of these “first” moments.

The Process

The creative concept revolved around the idea of “first steps”—the first significant milestones in life, marked by the first jewelry. To bring this vision to life, we reinterpreted an existing Fabiani video campaign, made by WayOut Studios Agency, reframing and contextualizing it for the new ceremonial collection.

We crafted the copy for the new campaign and directed the voiceover, which was performed by Daniele Milani, a historic and recognizable voice actor for Mediaset, already linked to the brand. His warm and authoritative tone created an immediate sense of trust and continuity with Fabiani’s previous storytelling.

Visually, the campaign introduced a new metaphor of metamorphosis, represented by a butterfly composed of Fabiani jewelry. This image became the key visual element, symbolizing growth, transformation, and the beauty of moving into new stages of life.

We also made a strategic choice to reintroduce Fabiani’s historic payoff:

“Quando penso a un regalo, penso a Fabiani” (“When I think of a gift, I think of Fabiani”),

a line that had not been used for some time but which we identified as a core brand asset for reconnecting emotionally with the audience.

The Solution

The campaign was deployed on a national scale, including TV advertising, radio and spotify campaigns.

The result was a sophisticated yet emotional narrative, perfectly aligning with the values of tradition, family, and celebration that define the Fabiani brand.

This led to a positive sales growth, both online and in-store, during the ceremonial season, and a stronger brand recognition.