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Interior
Campaign
Rugiano: Reflecting Elegance for the Mid Autumn Festival
Rugiano: Reflecting Elegance for the Mid-Autumn Festival
Challenge
Translating Rugiano’s refined Italian craftsmanship into a message that resonates with the poetic traditions of Chinese culture.
The Mid-Autumn Festival is one of the most emotionally significant celebrations in China, centered on the full moon as a symbol of reunion, harmony, and continuity.
For Rugiano, a brand defined by elegance and timeless design, the challenge was to craft a campaign that would connect its aesthetic values with the festival’s cultural meaning, while engaging audiences on Chinese social platforms through an immersive storytelling experience.
Solution
Connecting circular design and lunar symbolism through WeChat and RED.
The concept:
In Rugiano’s design language, the circle holds a timeless place, not only as a geometric form, but as a symbol of balance and eternity. To honor the festival, Branding Records selected four circular pieces, each serving as a metaphor for togetherness, warmth, and the beauty of home.
Digital campaign overview:
The WeChat activation featured an elegant interactive slider, where each product appeared as part of the full moon background. As users slid across the post, the product image and name changed while the poetic copy and serene blue background remained constant, evoking the steady glow of moonlight through shifting perspectives.
On RED, the campaign came to life through a motion video, echoing WeChat post’s visual narrative. Set against the backdrop of a still full moon, the video revealed each product in turn, illuminated by its soft lunar glow.
Outcome
Rugiano’s Mid-Autumn campaign beautifully connected Italian artistry with Chinese cultural sentiment.
By turning products into visual metaphors for the full moon, the campaign celebrated not only form and light, but also the emotional resonance of togetherness and timeless design.
