The commercial directly targets school children, immersing them in the world of Primigi, a world made up of adventure, imagination, friendship, group spirit and great love for nature.

Filmed in January 2007 in South Africa, it tells a story through images and music alone. It is the extraordinary adventure of a group of children who leave the city and cross through different seasons and various types of natural environments. With their Primigi shoes on their feet and a great desire for freedom.

Their journey through forests, lakes, grasslands and beaches is accompanied by the carefree and engaging rhythms of Hot Water, a South African group that is increasingly gaining popularity in Italy and that has already conquered Primigi's young fans.

Market studies have demonstrated that the commercial was enjoyed by both boys and girls and that they were perfectly able to decipher the narrative structure and to recognise the values that it expresses, while appreciating, at the same time, the product, which was inserted perfectly within the story.

‘Primigi, shoes for a great adventure' is the claim of the TV campaign broadcast in Italy and abroad.

A significant frame from the television commercial will be the theme of the graphics for the new Primigi packaging which, starting from the next summer season, will be differentiated: the Animagic Boxes, made up of paper components that are assembled into 8 different animals, will continue to be used for the youngest children, up to size 29; from size 30 and up, the new packaging sporting the graphics from the TV campaign will be used.          

Primigi, which for the past thirty years has been the brand preferred by Italian mothers for its extremely wide range of products, trendy styles and excellent price/quality ratio, has now earned the affection of children thanks to its new television commercial.

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