Try Me, Feel the Difference

MB S.p.A., the Vicenza-based company founded in 2001 in Breganze and already recognised as world leader in the production and sale of crusher buckets, has begun 2012 with designs that are expected to leave a mark.

Hence comes the need for a new and bold image with a strong impact. A shouted message, a distinctive sign, a whirlwind of meanings and symbols.

From this, comes the decision to once again place its trust in DDM Advertising, under the guidance of Creative Director Giorgio Canale, for the new 2012 worldwide advertising campaign.

The agency, following intense cooperation with MB S.p.A., has developed a strong, captivating image that is both unique and cutting-edge.

The protagonist is the statuesque Polish model Anna Stanczak, interpreting a blonde heroine with an icy stare, immortalised in images by the famous photographer Angelo Gigli.

The aim in clear: create a communicative concept that entirely plays on the ambitious pairing of the fascinating and supernatural world of superheroes with the flagship product of the company, the crusher bucket: small, light, manageable, yet powerful and indestructible, capable of crushing anything, even, and above all, unnecessary costs. This is the true "power of crushing".

The heroine, wrapped in a long cloak in the typical company colour scheme, embodies its values: MB isn't scared of competitors, skillfully pointed out in its claim, "TRY ME, FEEL THE DIFFERENCE".

It is with this message that MB, ever distinguished for its cutting-edge and innovative machinery, wanted to make its world image more aggressive and competitive.

This choice of bold communication is not just limited to the campaign image, but comes across in a global restyling of the MB look, launched and officially presented at Intermat (Paris, 16th-21st April 2012).

The face of the superheroine will accompany all official events and become part of an integrated project of a much wider scope.

An integrated communication for a univocal message: superheroes have always had arch enemies, but in the end, they always come out on top.