Italian sports brand Kappa is launching a multimillion pound pan-European campaign for its menswear collection, featuring Formula One champion Jacques Villeneuve.
The push, which is worth about 1m in the UK, has been created by controversial Benetton photographer Oliviero Toscani. It promotes the company’s men’s lifestyle range, Robe di Kappa, which includes jeans, knitwear, moleskin chinos and polo shirts.
Ads targeting 18- to 30-year-olds will run in men’s magazines including FHM, GQ, and Loaded, and on buses and poster sites.
The campaign rolls out across 24 European countries, following its UK launch, to coincide with the World Cup.
Kappa sponsors the national football teams of Jamaica and South Africa, which are both taking part in the championship for the first time. It sponsors Manchester City in the UK.
Media planning has been handled by Media Faulds as its first piece of business since becoming independent of Faulds Advertising.