Longing instead of landscape shots

Agriturismo Vinci is a small but exquisite vacation resort in the heart of the Chianti region in Tuscany. The lovingly restored country estate offers its guests five vacation apartments, two restaurants and a swimming lake surrounded by vineyards. It has also recently been given a new visual identity that focuses on humor and originality.

The advertiser Markus Cavegn, who has recently made a name for himself as an illustrator and artist, has created an image that stands out with relish from the usual communication familiar from vacation resorts.

Italy, and Tuscany in particular, consists almost exclusively of classics. As with the sugo, Cavegn has used these to create a concentrate that could not be more Italian in its dramatic intensification. Although this goes beyond the possibilities of photorealistic illustration, the free illustration is made for it. In the main picture, everything that has made Italy great and glorious is lolling by a lake in a lovely Tuscan hilly landscape and united in a picturesque picnic: the young Sophia Loren lies next to Luciano Pavarotti, Ornella Muti emerges from the water right next to Adriano Celentano fishing, a football rolls across the meadow, the Mona Lisa smiles not mysteriously but quaintly into a glass of red wine, Bud Spencer crowds onto the picnic blanket and above it all hovers Pinocchio in the depiction of Leonardo Da Vinci's Vitruvian Man.

The lavish illustration became the basis for the newly designed Website and their adaptation to smartphones and tablets. Classic postcards and matchboxes are available as giveaways. Of course, the guestbook and internal communication have also been adapted.

Responsible at Agriturismo Vinci: Margherita Albertoni (responsible for communications). Responsible at Cavegnwerbung: Markus Cavegn (art direction, illustration); Sarah Hepp (graphics); Isabel Daser (web design). Bookbinding: Bookfactory by Bubu.