Litokol and Armando Testa invite the world to copy their new SafetyGel formula.

Litokol is an Italian company and an international reference point in the development of hi-tech solutions for installation systems for ceramic tiles and natural stones. Today it is taking a new step to assert its leadership role in the sector.  With more than fifty years of experience and an on-going drive for research and development, Litokol is now publicising its innovative spirit with its first national advertising campaign. 

The press and social media campaign focuses on the new SafetyGel formula. This is a product which is revolutionising the way swimming pools, terraces and showers are waterproofed. Created by the Armando Testa agency, the creative concept sends out  a clear and direct provocation to the market: “Copy us”. Visually the SafetyGel packaging seems to be covered by a cut out and raised layer, as if someone had tried to cut out a piece to copy it: a clumsy effort that doesn’t work. 

With a direct and decisive tone, the campaign highlights the features that make SafetyGel a truly innovative product in the sector: certified watertightness up to 3 bar, continuous barrier with no tape or strips, simple roller application even when standing, decoupling and fracture-resistent elasticity with elongation till breakage greater than  500%.

The campaign will be featured from Monday 9th March in Gazzetta dello Sport and also on social media channels until the end of the football season. 

Credits

Client: Litokol

CEO & Head of Gel eXperience: Gian Luca Sghedoni

Corporate Communication Director: Stefania Piccioni

Agency: Armando Testa 

Executive Creative Direction: Nicola Cellemme, Georgia Ferraro 

Creative Team: Edoardo Camerra, Mariacarmen Ranieri

Head of client service Milan: Emanuele Cicogna Mozzoni 

Client service: Gaia Salandrini