The London-based company Red Bee chose Arsenale23 for the creation of its new ident-ads for la7. The brand’s characteristic colour became the protagonist in scenes of everyday life: a yellow tractor crossing a cultivated field, a man reading a yellow newspaper in front of a newsagent, a group of schoolboys with yellow raincoats, a girl riding on a yellow Vespa, a yellow cello case moving on an airport baggage belt. Organisation, real shooting and production by A23.


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