Beware of the Line.

OK, we admit it. This business about below the line and above the line has never really been clear to us. So, you know what we can do? Let’s ask help from the net. Wikipedia says: “Below the line is a technical term used in advertising to describe all means of communication that are not considered ‘classic’.” Among these we could mention:

- Sponsorship
- Promotions
- Public Relations
- Direct Marketing

The term comes from journalistic jargon and literally indicates a the text found in the inferior part of an article, below the fold of the first page of a newspaper displayed on a newsstand. The opposite expression is “Above the line”, which indicates the classic means of communication such as television, radio, editorials and posters.
Ipse dixit.

Advertising / More commonly known as ‘the advert’: from the design strategy to the creative development of the campaign. This usually includes visuals (photographs, images), headlines (A.K.A. “the slogan”), the body copy (the text) and the logo. These are sometimes accompanied by the pay off.

loghi / campagne / fotografia

Below the line / The study of corporate images, brands, catalogues, point-of-sales communication, website development and promotions.

Fotografia / Say cheeeeese! Siamo obiettivi: uno scatto emoziona quando è uno sguardo sul mondo. Perché comunica a più livelli: con il colore, con la luce, con l’occhio di chi guarda e con la realtà catturata dall’obiettivo. Chi fa comunicazione lo sa bene: la creatività e l’immagine amano andare a braccetto. E qualche volta si mettono in posa. Li trovate a loro agio nel fashion, nel food, ma anche nell’ambito industriale o editoriale.

Multimedia / This is anything found in advertising that moves. It’s not printed and it’s difficult to label, it’s called Multimedia. From interactive games to DVD, from websites to campaign banners, it is all Multimedia. All of these tools interacting to promote, inform, educate and entertain.

web / Infopoint /cd-rom

Events / From opening events for retail spaces, to product launches, right up to company conferences or roaming events in national territory (e.g. road shows or sports events).

grafica3D / stand / pop

Fashion Garment /Did you know that behind every article of clothing there is a designer? Instead of just looking at the finished product, think about how many phases, planning, creative and production among others, have gone into making it: from creating the mood to developing the collection, from personalisation (labelling) to packaging. No stone must be left unturned if you want to turn heads.

labeling / packaging