Silestone®, the world leader in natural quartz surfacing, announces the launch of its new “Silestone® Authentic Life” advertising campaign for 2013. The creative concept is based on the authentic lives of everyday people and goes beyond the traditional campaign. The idea is that home life is comprised of small scenarios that make up the reality in which we live. The campaign enters these spheres of reality in the form of five influencers from the worlds of design, architecture, food, and fashion, to showcase the intimate relationship they have with their Silestone® countertops and to discover how the brand helps and inspires them in their daily lives.
“Silestone® Authentic Life” aims to reach different target groups by showcasing how the brand can offer possibilities to a wide cross-section of diverse lives and needs in terms of performance and functionality. The new campaign concept embodies the brand’s evolution over many years marrying together the superior design and performance of Silestone natural quartz.
For the creation of “Silestone® Authentic Life”, five separate ads have been developed with real ambassadors who reveal what their “authentic life” is like. Each ad highlights the diverse and important facets of the brand such as design, functionality, flexibility, innovation and its emotive nature. The campaign consists of print and online media, a making-of video, and extensive photography.
The five-featured ambassadors include:
Macarena Gea, Fashion and Architecture Blogger
Macarena Gea is one of Spain’s most influential bloggers on fashion and architecture. One of the ads features her in a workplace that mixes cool and vintage elements and where Silestone’s® Unsui colored elegant countertop with Suede finish is perfectly integrated thanks to its top quality design and versatility, and even incorporates a Silestone Integrity® DEUX kitchen sink. For Macarena Gea, a young businesswoman and lover of architecture and fashion, “Authentic Life is among the elements that give shape to our homes or the clothes we wear, and this is precisely what I write about in my blog”.
Alain Guiard, Chef
Alain Guiard is a renowned chef and the winner of the 2013 World Catering Championship, and another of the “Silestone® Authentic Life” ambassadors. He is featured in an elegant and streamlined cooking area with a splendid Lyra colored Silestone® countertop. Silestone® is the perfect material for his kitchen as it is the only quartz countertop with bacteriostatic protection that guarantees maximum hygiene. For Alain Guiard, “Authentic Life allows me to enjoy the challenge of offering haute cuisine to my customers every day, establishing a connection with them and the ingredients I use, with my tools and with the kitchen itself.”
Íñigo Castro and Eli Pérez (Estudio Normal), Interior Designers
The third “Silestone® Authentic Life” setting focuses on Estudio Normal and Íñigo Castro and Eli Pérez, recognized interior designers. Aiming to offer fresh designs for every budget, their projects combine common sense and accessible solutions for everyday problems. This is how they envisage their work and put it into practice in the elegant ambience of their Estudio Normal, where a magnificent Altair colored Silestone® countertop can be appreciated, as well as a built-in Silestone Integrity® sink and a radiant White Zeus Silestone® work table. This is where Íñigo and Eli create and breathe life into what both consider a truly Authentic Life to be: “spaces for sharing, for feeling, where much of what we experience is what makes each of us real. Our wish is for everyone to make their life unique and unparalleled”.
Xavier Mañosa, (Apparatu), Potter
Xavier Mañosa is a potter who together with his father runs Apparatu, an art project and family tradition where they currently work on a new concept of decoration based on ceramics. In their workplace, surrounded by craftwork and art, are two elegant Silestone® countertops in Magenta Energy and White Zeus. Both surfaces are witness to Xavier’s great work, which blends what he has learnt from his father as well as newly gathered ideas from his trips away from Spain. “This blend of tradition and newness or applying the most modern ideas to ancestral designs is Authentic Life for me”, says Xavier Mañosa.
Josechu, (Taranná), cook and adventurer
Via his business and his wide-ranging experiences, Josechu, cook and adventurer, is also part of “Silestone® Authentic Life”. After travelling the world for a number of years he returned to Spain and began a new adventure – Taranná – an alternative business idea that challenges the concept of the typical neighbourhood bar. Serving traditional recipes but with an original twist of ingredients, Taranná is also different thanks to its interior design that achieves a mix of cosiness and exquisite good taste and where a Silestone® Doradus countertop and a Carbono colored table with a Suede polished finish play an important role. This is where Josechu spends his days in step with the experiences he has lived as for him “Authentic Life is breaking with what makes you unhappy, searching for adventure and applying your experiences to the future”.
Over three months of intense work went in to finding these five ambassadors who, due to their experiences, their philosophy of life, leadership skills, day to day work, and belief and trust in Silestone®, have become the ambassadors of the “Silestone® Authentic Life” campaign.