MAISON PIERRE MARCOLINI AND AIR QUESTION VALENTINE’S DAY.
For Maison Pierre Marcolini, only passion is a certainty. Everything else can be questioned, challenged, and reimagined. Air shares this vision. So this year, to kick off their collaboration in style, Maison Pierre Marcolini and AIR have decided to question, challenge, and rethink Valentine’s Day.
Why does Valentine’s Day only celebrate romantic love when there are as many forms of love as there are people who love each other? Why doesn’t it celebrate brotherly love, spiritual love, maternal or paternal love, professional love… In short, love in any way and with anyone we choose? And why do all Valentine’s Day hearts look the same when love comes in so many different forms?
From these questions arose a new heart shape and a new communication campaign. First, an asymmetrical heart, symbolizing the idea that everyone can shape love the way they want. And then, a new campaign inviting everyone to celebrate love in all its forms.
A film and visuals created by an artist known for breaking the rules: Belgian photographer and director Charlotte Abramow. With the sensitivity, humanity, and poetry that define her work, Charlotte Abramow has captured seven different forms of love through seven authentic duos, whose embrace naturally evokes the shape of an asymmetrical heart. Seven duos who have embraced the opportunity to express their own unique form of love, under the kind and attentive eye of the director. All of this is set to a gentle rendition of Chopin’s Waltz, reinterpreted by pianist Natasha Binder.
The message behind this campaign? This year, celebrate Valentine’s Day with everyone you love—no matter how you love them.
This first campaign marks the beginning of a beautiful collaboration between Maison Pierre Marcolini and AIR, who will continue to challenge conventions to surprise and move as many people as possible.
Credits:
Client: Maison Pierre Marcolini
Brand Manager: Caroline Hiernaux, Carmen Amega, Isabelle Yaramis
Creative Direction : Creative Council
Creatives : Marie Paris, Arnaud Bailly, Edouard Coune
Strategy: Michelle Defooz
Client Manager: Georgia Vandenberghen
Photography & Videography: Charlotte Abramow
Production : Charlotte Abramow Studio & LOVO Films
Agency Producer: Bérengère Lurquin
Design: Boris Delire, Christophe Liekens