The Profondo Rosso campaign centers around some very jarring and disturbing images. Although it involves some delicate and dainty porcelaine figurines, they have been horrifically disfigured and bloodied for a frightening effect. Considering that the Profondo Rosso campaign is advertising the museum store's Great Horror Classics, it shouldn't be that shocking -- in fact, it is this shock factor that will garner lots of attention.
Conceived and executed by Milan-based ad agency Young & Rubicam Brands, the Profondo Rosso campaign specifically creates a vibe that conveys a "cult place for people fond of great horror classics," as the agency states. It also reels in other people through its choice of imagery. Other than the goriness of the Profondo Rosso campaign, it is rather clean and simple.