Team
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RDLB
Services
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Branding,
Strategy,
Creative Direction,
Event Activation,
B2B Marketing,
Production
About
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Fila Group is a globally recognized Italian company, widely known for its leadership in the development, production, and distribution of high-performance chemical products designed to protect marble, granite countertops, bathrooms, artwork, sculptures, and even historic buildings in major capitals around the world.
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When Fila decided to expand into the United States market, it conducted an extensive search for a communications agency capable of translating its values and expertise to a new audience. After evaluating several firms, Fila selected RDLB Agency to lead its communications and branding efforts in the U.S.
This decision proved to be a strategic success, resulting in campaigns that powerfully conveyed Fila’s true value: a serious, responsible company offering the most advanced and reliable products in the market.
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The Challenge
Fila’s premium quality comes at a price. It is not the cheapest option in the market, on the contrary, it’s often the most expensive. And therein lies the problem:
The end decision-maker is rarely the owner of the marble countertop or the work of art being protected, but rather the technician or installer. These professionals, driven by habit or cost-efficiency, often opt for cheaper alternatives, compromising the long-term integrity of the project.
This situation can be summed up metaphorically: the installer has a “good angel” and a “bad angel” on each shoulder. The bad one whispers, “Use the cheap product, no one will notice,” while the good one urges, “You know better, use Fila.”
“Do the Right Thing” Activation
The Idea: “Do the Right Thing”​
When RDLB identified this precise psychological moment, the agency translated it into a storytelling-driven activation. For one of the industry’s most important trade shows held in Chicago, RDLB conceptualized a stand that represented “heaven” , a place where doing the right thing is the only way.
The Fila executive was portrayed as a guardian angel, guiding installers to make the responsible choice. The stand was not only visually striking with sky-inspired visuals but also featured brand ambassadors dressed as angels walking through the expo with large white wings and iPads in hand. These iPads displayed the “Ten Commandments of Fila” a fun but meaningful reinterpretation of how to correctly and professionally care for surfaces, sculptures, and architectural masterpieces.
The Result​
Fila’s booth became the most talked-about activation at the event. It stood out not for its size or budget, but for its creativity, emotional resonance, and clarity of message.
“A La Grande Fila” Activation
The Sequel: “A La Grande Fila”
After the success of the Chicago campaign, RDLB was asked to lead Fila’s next major activation at a trade show in Orlando.
This time, the concept celebrated Italian pride and boldness. Drawing from the Italian expression “A la grande” (which means doing something boldly, in a big, unapologetic way), RDLB created a booth experience called “A La Grande Fila.”
While the previous year focused on ethics and responsibility (“the right thing to do”), this campaign focused on pride, scale, and heritage. At the center of the stand was a powerful visual: a giant figure with wide, open arms, symbolizing Fila’s embrace of excellence and boldness, and its invitation to do business with a company that knows the industry, leads the market, and proudly wears its Italian identity.
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This powerful concept resonated deeply with audiences and further solidified Fila’s unique positioning in the U.S. market and beyond.
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The Impact
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Increased brand recognition in the U.S. and internationally.
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Positive sales momentum and stronger relationships with distributors and partners.
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A replicable storytelling framework that has been carried into other markets and trade shows.
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A heartfelt testimonial from Francesco Petenon, Global President of Fila, acknowledging the deep alignment between the company’s values and the creative direction led by RDLB.
RDLB didn’t stop at creating a standard SRT communication for FILA.
We went one step further — introducing a new concept, a new language to describe each product. Our goal was to make it easier and faster for people to understand the value of every item.​ We simplified complexity using clear color codes and intuitive names, transforming product communication into something immediate, visual, and efficient.
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So, RDLB didn’t just create emotional content for stands and expositions — we reinvented the way products are named and presented.
