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Reda Masterpieces wins the ICMA Award Gold Prize

Overview

Founded in 1865, Reda is the leading producer of pure merino wool fabrics. With a legacy deeply rooted in the tradition of Made in Italy and a steadfast commitment to sustainable innovation, the company has launched an original communication project: “Reda Masterpieces”, conceived by the creative duo Barbieri Magalini and curated by MM Company.

The “Reda Masterpieces” campaign consists of three episodes, each dedicated to a core value of the brand: sustainability, design, and innovation. Each episode consists of a short film and images, all made entirely in 3D Art, delivering a contemporary visual experience that encapsulates the essence of the brand.

DIGITAL

The impact of “Reda Masterpieces” was amplified through an innovative digital marketing project. Among its standout elements is the introduction of the virtual mascot Mira, a sheep symbolizing Reda’s premium raw material: wool. Mira took center stage in a VFX video and an Instagram filter, strengthening the brand’s connection with its fanbase. Enhanced by social advertising campaigns, this digital marketing initiative brought the Reda experience directly into users’ hands.

PHYSICAL

The bridge between the digital and physical worlds was embodied by Mira, the brand mascot, who was transformed into a real-life artwork displayed at Reda’s stand at Milano Unica. This element represented the theme of the campaign’s first episode, focusing on raw materials (nature), followed by the other two artworks dedicated to yarn (design) and fabric (innovation). This creative approach engaged visitors and made the brand’s narrative tangible.

ICMA AWARD

The communication project “Reda Masterpieces” was awarded the Gold Prize at the 2024 ICMA Award (International Communication Media Award), a highly coveted accolade in the communications industry. This international recognition honors the most innovative and impactful communication projects.

THE PHYGITAL VISION OF MM COMPANY

This project perfectly embodies our kaleidoscopic vision and our commitment to a phygital approach. By integrating the digital realm with physical experiences, luxury brands like Reda can offer an immersive and engaging journey through the world of their brand. This digital-physical synergy allows brands to create a holistic experience, forging a deeper emotional connection with customers from the very start of their journey, and strengthening it over time.

“We are delighted to have contributed to the consistent storytelling of such an extraordinary brand universe as Reda, which will celebrate its 160th anniversary in 2025. We have always been captivated by the historic craftsmanship of Made in Italy for its remarkable ability to combine human ingenuity with cutting-edge technology. We are proud to play a role in interpreting and, in a sense, acting as ambassadors for this special, invaluable, and unique expertise. To remain relevant and cherished in the future, it must be narrated in a consistently updated and contemporary way.”

Barbieri Magalini

Discover more about projects for Reda