WHEN THE BRAND BECOMES AN ACTOR
PM2 realises a product placement project for Fjällräven and brings its products into the film with Fabio Volo.READ MORE
PM2, once again, demonstrated its skills in offering innovative and engaging marketing solutions by creating a product placement project for Fjällräven, a leading Swedish company in the production of outdoor clothing and a long-standing client of the agency, which brought the brand’s products into an important italian film.
Backpacks, jumpers, jackets and many other products from the arctic fox brand made their way into the sentimental comedy Una gran voglia di vivere, a film by Michela Andreozzi, based on the novel with the same name and produced by Paco Cinematografica in collaboration with Prime Video and RTI, with a nationally renowned cast that includes Fabio Volo and Vittoria Puccini as the main characters.
Frequently worn by the protagonists, Fjällräven products were strategically placed into some movie’s key scenes, a choice made with a dual aim: increasing brand awareness and reaching a wider audience, capitalising on the popularity and reach of this film, distributed on Prime Video.
PM2’s product placement project for Fjällräven in the film Una gran voglia di vivere confirms the strategic importance of this form of advertising, offers a tangible example of how companies can gain significant visibility through creative synergies with the world of cinema and streaming, and proves once again the agency’s ability to best support individual brands with dedicated activities.
“Product placement is an highly effective advertising tool, capable of reaching public in a discreet but powerful way. In the case of Fjällräven, we took the opportunity to have the products appear within a setting and context of use fully in line with the positioning of the brand, and to see them worn by the main protagonists of the story,” comments Elena Di Giusto, PR Account Manager at PM2.