Oriocenter Selected Stores with “No one like us” celebrates people’s identity and plurality

Oriocenter Selected Stores has launched the new communication campaign “No one like us”, devised by Giovanni Rossi Studio + partner Advercity, which, as usual, adorns the façade of the shopping centre located opposite Bergamo Orio al Serio airport.

Oriocenter continues its communication and positioning journey, begun with its previous campaigns (Big and Unique, MY WAY “my way”, Unexpected and the latest brand awareness/reputation campaign), this time choosing to put at the centre people, their individuality and the freedom to express themselves.

The concept

“No one like us” stems from the idea that there are no models to conform to, but that everyone can find their own way of being, choosing and living their experiences. A concept that goes beyond the traditional codes of commercial communication to become a true statement of identity: Oriocenter presents itself as a place where plurality is not standardised, but valued.

The heart of the campaign is a strongly distinctive visual narrative, built around imaginary worlds, surreal places and unexpected settings, in which the protagonists are called upon to express their identity. A creative choice that finds a particularly striking visual expression in the external façade of approximately 4.400 sq m, transformed into a major communication and recognition feature for the centre.

The channels

The same philosophy guides the TV commercial in the 30” and 15” formats, set along an endless yellow road crossing surreal landscapes and accompanying different people towards new encounters. Different styles, gestures and identities ultimately come together in a great collective choreography, a metaphor for a place made up of different people, discoveries, experiences and worlds coexisting.

The campaign will be rolled out across print, digital, social and OOH in Lombardy, mainly in the cities of Bergamo, Milan, Brescia and Lecco, while the TV commercial will be online on the main national television networks, on-demand platforms and numerous digital channels during the October–November period.

The comments

“This campaign,” comments Ruggero Pizzagalli, Director of Oriocenter Selected Stores “, stems from an awareness of what makes Oriocenter Selected Stores a unique place: its ability to bring together, in a single destination, breadth, variety and quality of offering. From the presence of premium and exclusive brands to its strategic location, with a direct connection to the airport, through to a broad and diverse food offering with 57 dining outlets and an entertainment system that includes 14 UCI Cinema screens, including an IMAX auditorium with a 450 sq m screen. Added to this are the Iper La Grande I hypermarket, services and experiences that further expand the possibilities for those who visit us. It is precisely this combination, difficult to find elsewhere, that defines our identity: not simply a place for shopping, but a destination capable of offering different and complementary experiences each time. That is why ‘No one like us’ is more than a claim: it is a true declaration of identity and positioning.”

“With ‘No one like us’, we wanted to tell the story of Oriocenter starting from a simple yet powerful element: its ability to bring together different people, worlds and identities,” explains Giovanni Rossi, of the eponymous marketing and communications studio in Modena, who has been creating Oriocenter’s campaigns since 2017. “The claim is not intended to be a statement of absoluteness, but an affirmation of diversity. In a world that often tends towards uniformity, being different means having a precise and recognisable identity. And it is precisely this plurality that makes Oriocenter unique: 300 retail outlets, experiences, activities and people coexisting in the same place, giving rise to something that goes beyond the mere sum of the individual offerings.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.