{"id":24909,"date":"2024-11-18T16:09:40","date_gmt":"2024-11-18T15:09:40","guid":{"rendered":"https:\/\/www.adiacent.com\/?post_type=work&#038;p=24909"},"modified":"2024-11-18T16:11:26","modified_gmt":"2024-11-18T15:11:26","slug":"coal","status":"publish","type":"work","link":"https:\/\/www.adiacent.com\/en\/work\/coal\/","title":{"rendered":"Coal"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24909\" class=\"elementor elementor-24909 elementor-19313\" data-elementor-post-type=\"work\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e972fc4 e-flex e-con-boxed elementor-invisible e-con e-parent\" data-id=\"e972fc4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-0171149 e-con-full e-flex e-con e-child\" data-id=\"0171149\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9f2c92e elementor-widget elementor-widget-heading\" data-id=\"9f2c92e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The difference between choosing and buying is called Coal<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0942072 elementor-widget elementor-widget-text-editor\" data-id=\"0942072\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u201cSee you at home\u201d How many times have we said this statement? How many times have we heard it from the people who make us feel good? How many times have we whispered it to ourselves, hoping that the hands of the clock would turn quickly, bringing us back to where we feel free and safe?<\/p><p>We wanted this statement &#8211; more than just a statement, it\u2019s a positive, enveloping, reassuring promise, if you think about that &#8211; to be the heart of Coal brand, which operates in central Italy in the <strong>large-scale retail trade<\/strong> with over 350 stores across Marche, Emilia Romagna, Abruzzo, Umbria, and Molise regions. To achieve this, we went beyond the scope of a new advertising campaign. We took the opportunity to rethink the entire digital ecosystem of the brand, with a truly omnichannel approach: from designing the new website to launching branded products, culminating in the brand campaign and the sharing of the claim \u201cSee you at home\u201d.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-07fa232 e-con-full elementor-hidden-tablet elementor-hidden-mobile e-flex e-con e-child\" data-id=\"07fa232\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4d77808 elementor-widget elementor-widget-text-editor\" data-id=\"4d77808\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><small>Solution and Strategies<\/small><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fec14a elementor-widget elementor-widget-text-editor\" data-id=\"1fec14a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u2022\u00a0 UX &amp; UI Design <br \/>\u2022\u00a0 Website Dev <br \/>\u2022\u00a0 System Integration <br \/>\u2022\u00a0 Digital Workplace <br \/>\u2022\u00a0 App Dev <br \/>\u2022\u00a0 Social Media Marketing <br \/>\u2022\u00a0 Photo &amp; Video ADV<br \/>\u2022\u00a0 Content Marketing<br \/>\u2022\u00a0 Advertising<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a8b651a e-con-full e-flex elementor-invisible e-con e-parent\" data-id=\"a8b651a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4381055 elementor-widget elementor-widget-image\" data-id=\"4381055\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1411\" height=\"832\" src=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works1.jpg\" class=\"attachment-full size-full wp-image-19317\" alt=\"Schermate del sito su mobile con fondo colorato giallo, arancione. verde\" srcset=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works1.jpg 1411w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works1-450x265.jpg 450w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works1-1024x604.jpg 1024w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works1-768x453.jpg 768w\" sizes=\"(max-width: 1411px) 100vw, 1411px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-395607c e-flex e-con-boxed elementor-invisible e-con e-parent\" data-id=\"395607c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-76246a1 elementor-widget elementor-widget-heading\" data-id=\"76246a1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The website as the foundations of repositioning<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4508f6d elementor-widget elementor-widget-text-editor\" data-id=\"4508f6d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Within a digital branding ecosystem, the website represents the foundations on which you build the entire structure. It has to be solid, well-designed and technologically advanced, capable of supporting future choices and actions, both at communication and business level. This vision has guided us along the definition of a new digital experience, reflected in a platform truly tailor-made for human interaction. Today, the website is for Coal its genuinely digital home, a vibrant environment from which to develop new strategies and actions, and to return to for monitoring results with a view toward a continuous business growth.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-74a61a0 e-con-full e-flex elementor-invisible e-con e-parent\" data-id=\"74a61a0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f06e7f7 elementor-widget elementor-widget-image\" data-id=\"f06e7f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1411\" height=\"832\" src=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works3.jpg\" class=\"attachment-full size-full wp-image-19335\" alt=\"Composizione grafica con immagini delle campagne Coal Genuini fino in fondo\" srcset=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works3.jpg 1411w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works3-450x265.jpg 450w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works3-1024x604.jpg 1024w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works3-768x453.jpg 768w\" sizes=\"(max-width: 1411px) 100vw, 1411px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2496467 e-flex e-con-boxed elementor-invisible e-con e-parent\" data-id=\"2496467\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2c302d4 elementor-widget elementor-widget-heading\" data-id=\"2c302d4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Branded products as inspiration and trust<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-045a461 elementor-widget elementor-widget-text-editor\" data-id=\"045a461\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The second design step has emphasized the communication of Coal-branded products through a multichannel advertising campaign. We enjoyed &#8211; there\u2019s no hesitation in saying that \u2013 telling the stories of eggs, bread, butter, tomato sauce, oil (and much more) from the consumers\u2019 perspective, seeking that emotional bridge that connects us to a product when we decide to place it in our cart and buy it. Consequently, the campaign<strong> \u201cGenuini fino in fondo\u201d <\/strong>(Genuinely to the Core) was born from the desire to look beyond the packaging and investigate the deep connection between shopping and the individual. \u201cWe are what we eat\u201d, a philosopher said, a concept that never goes out of style, a concept to keep in mind for living a truly healthy, happy, and clear life. A genuine life.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2422a95 e-con-full e-flex elementor-invisible e-con e-parent\" data-id=\"2422a95\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8daa806 elementor-widget elementor-widget-video\" data-id=\"8daa806\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/778030685?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0&amp;h=2f479126f4#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d0f757 e-flex e-con-boxed elementor-invisible e-con e-parent\" data-id=\"7d0f757\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a67b752 elementor-widget elementor-widget-heading\" data-id=\"a67b752\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The store as the place to feel at home<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5176511 elementor-widget elementor-widget-text-editor\" data-id=\"5176511\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>To close the loop, we designed the new brand campaign, a decisive moment to convey Coal&#8217;s promise to its audience, making it memorable with the power of emotion, embedding it in their minds and hearts. Once again, the storytelling perspective aligns with the real lives of people. What drives us to enter a supermarket instead of ordering online from an e-commerce? The answer is easy: the desire to touch what we will buy, the idea of being able to choose with our own eyes the products we will share with the people we love. It\u2019s the difference between choosing and buying. \u201cSee you at home\u201d expresses exactly this: the supermarket not as a place to pass through but as a real extension of our home, a fundamental stop in the day, that moment before going back home. \u201cSee you at home\u201d invites us to enjoy the warmth of the only place where we feel understood and protected. \u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-95154b6 e-con-full e-flex elementor-invisible e-con e-parent\" data-id=\"95154b6\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b86aa92 elementor-widget elementor-widget-video\" data-id=\"b86aa92\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/909094145?color&amp;autopause=0&amp;loop=0&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0&amp;h=acec6b81fe#t=\"><\/iframe>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-38579cc e-con-full e-flex elementor-invisible e-con e-parent\" data-id=\"38579cc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a028059 elementor-widget elementor-widget-image\" data-id=\"a028059\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1411\" height=\"832\" src=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works6.jpg\" class=\"attachment-full size-full wp-image-19339\" alt=\"Composizione grafica con ragazzi con in mano borse della spesa Coal, schermate del sito sullo sfondo e disegni di ortaggi\" srcset=\"https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works6.jpg 1411w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works6-450x265.jpg 450w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works6-1024x604.jpg 1024w, https:\/\/www.adiacent.com\/wp-content\/uploads\/2024\/03\/Coal-Img-Works6-768x453.jpg 768w\" sizes=\"(max-width: 1411px) 100vw, 1411px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Coal, from digital branding to the supermarket of tomorrow<\/p>\n","protected":false},"featured_media":19324,"template":"","tags":[],"category-work":[],"class_list":["post-24909","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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