The OverviewCelebrating the human hand
Homo Faber is an initiative of the Michelangelo Foundation for Creativity and Craftsmanship, a non-profit organization based in Switzerland dedicated to promoting and preserving fine craftsmanship, design, and creativity through exhibitions, workshops, and collaborations with artisans and designers from around the world.
A unique event held every two years, Homo Faber is a public exhibition that celebrates the finest craftsmanship, inviting viewers to rediscover the ability of the human hand to make beautiful objects of lasting value.
The ChallengeMaking craft irresistible to younger audiences
The 2022 exhibition, the event's second edition, welcomed more than 55'000 visitors, showcasing 850 objects of 400 artisans from over 40 countries, resulting from the careful selection of 22 highly reputed curators. It was hosted at the Fondation Giorgio Cini in Venice.
As interest in the world of craftsmanship appears less appealing to younger generations, the challenge for DLG was clear: how to excite and engage new audiences in a fresh and dynamic way, maximize event attendance in Venice, and provide an experience online that was rich and compelling.
The Approach A 360° strategy for a new generation
DLG and Homo Faber joined forces to craft a 360° digital strategy to identify, engage and convert younger audiences, using codes and language relevant to them to create a unique connection to craftsmanship.
A new visual language for a new audience
DLG led Homo Faber’s digital rebranding with the aim of translating the brand’s philosophy into a visual language relevant to the audience.
Using DLG’s audience-building capabilities, addressable personas were created to pinpoint the exact audiences who were interested in this event. Creating a journey immersed in rich storytelling helped to drive awareness around the Homo Faber event. The ultimate goal was to encourage people from all over the world to attend.
A coverage at the speed of social
DLG was on the ground in Venice reporting live on the event with the purpose of showcasing the diversity of craft and craftsmen, the experiences one could take part in, and the true beauty behind objects crafted with the human hand.
Take our audience further
DLG continued the conversation with the Homo Faber community by introducing them to the Homo Faber Guide, which invites its readers to discover craft around them when traveling
Key Results:
- +46% Social Followers
- +38% Newsletter Subscriptions
- +32% App Downloads
- Sold Out Event