"The earth of your home"

The advertising campaign “the earth of your home” was created in 1975 by photographer Emilio Simion, under the
artistic direction of Gianni Sassi.
It has an elegant conceptual image. The theme is the naturalness of ceramics (“from the ravines of the Apennines,
a clay is extracted which when baked and re-baked becomes semigres”) and its ability to enhance the home
and everyday life.
The texts are elegant, but also bold and concrete: “create a free home, without paying an absurd price”.
The photo was taken in a quarry owned by the company in the Apennines around Bologna.
The subjects, a stylised house and a white cat, were chosen to highlight the surfaces and give a sense of home even in an abstract space like the quarry.
Note the composition of the decoration, created using medium, large and small designs.
As well as refined conceptual images, the campaign also included images with ceramics in real homes, probably for
magazines and periodicals. The setting is ironic and unusual, the texts refer to pleasant moments spent in a home that reflects our style and still appear up to date.