Made in Black Forest
#HERITAGE
FORESTADENT is launching a major image campaign starting in May 2022 with a clear commitment to its production site in Pforzheim. The aim of this is to draw more attention to the company’s long tradition and its deep connection to its Black Forest home. Under the claim ‘Heritage’, FORESTADENT presents itself in unique advertising motifs as an innovative, internationally active company that looks optimistically to the future and showcases the full range of its traditional yet highly modern craftsmanship.
A clear statement about the production location
The internationally oriented campaign uses the memorable imagery of Black Forest costume to illustrate FORESTADENT’s close ties to its home region. The ‘Goldmarie’ serves as a leitmotif, with its intense play of colours unmistakably representing the golden city of Pforzheim. The eight different motifs allow the viewer to see the tradition and values that the female and male protagonists confidently display at a glance. The text addition ‘Made in Black Forest’ rounds off the visual impression and underlines the statement about the production location and the commitments of the company, which grew up in the jewellery and watch industry.
Black Forest traditional costumes carry the image out into the world
The campaign photos were taken in St. Georgen in the Schwarzwald-Baar district. The traditional costumes seen in the motifs are valuable individual pieces that are either in the possession of families or belong to local traditional costume associations. From the traditional ‘Bollenhut’ to the Nussbacher straw cylinder, the Hanauer costume with its unmistakable fur cap, to the Lörracher horn cap – they all reflect the tradition and history of the Black Forest in their countless small details.
Pride, courage and optimistic confidence
With the image campaign, we want to show that we look back on our history with great pride while looking to the future with courage, confidence and anticipation,
explains FORESTADENT’s Head of Marketing Andreas Bischoff. ‘Anyone who chooses orthodontic treatment solutions from FORESTADENT receives innovative quality products that are manufactured with the utmost care and attention to detail, based on over 115 years of expertise.”
The new advertisements will be placed in national and international orthodontic trade media.
