Although the name means "the quiet one", the campaign shows that even silence can have strength and character. The "La Zitta throws away inhibitions" campaign invites you not to be afraid, to step out of your comfort zone and surround yourself with design that has charisma.
A chair that doesn't have to shout to be noticed.
When you say Ton, most people think of the iconic #14 chair or the timeless Merano. La Zitta is different. Launched two years ago, it brings modern elegance and timeless simplicity. It's subtle but unmistakable. Quiet, but with a clear point of view.
"La Zitta proves that power doesn't have to be loud. It is confident, refined and naturally attractive. That's why we chose it as the star of the Valentine's Day campaign - we want to show it to people who have so far perceived Ton mainly as a brand of classic chairs," says Alžběta Kotolanová, Ton's sales director.
Dare to make yourself happy
The campaign is based on the symbolism of relaxation and self-confidence. The main visual shows La Zitta covered in flower petals, surrounded by discarded clothes. The scene feels intimate, natural and free.
"We wanted to capture the moment when we throw away not only inhibitions but also unnecessary formalities. La Zitta is a chair that underlines the personality of its owner - it is quiet, but with character. And that's exactly what we want to show," says Zuzana Piliarová, Tonu's creative manager, describing the campaign's creative concept.
Valentine's Day gift? For yourself!
With this campaign, Ton is targeting the younger generation, for whom Valentine's Day is not just a holiday for lovers, but also an opportunity to make themselves happy.
"Valentine's Day is no longer just about romantic gestures. More and more people see it as a day to invest in themselves, their space and the things that make them happy. La Zitta is exactly the kind of design that has a story to tell and will keep you company every day," adds Alžběta Kotolanová.
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