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Forum Crisalide, Bulimia Prevention – REVERSE

A girl seems to be eating. In fact the scene is shot in reverse, food is coming out of her mouth. It is a metaphor of bulimia. Talking about it is the only way to make things go in the right direction.

Advertising Agency: Leo Burnett, Milan
Creative Director: Sergio Rodriguez/Enrico Dorizza
Copywriter: Francesco Bozza
Art Director: Alessandro Antonini
Production Company: Mother Film Company
Director: Alessandra Pescetta
Year: 2005
Bronze Lion

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Ottica Bergomi – NEVER TO LATE

A young lady who realises when she’s 30 that she has been adopted. Click here for the commercial

Advertising Agency: Internal Agency
Copywriter: Sergio Spaccavento
Art Director: Sergio Spaccavento
Production Company: NEW WAYS Milan
Director: Matteo Pellegrini
Year: 2005
Shortlist

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IKEA – WATCH YOUR STEP

A man enters a dark room; when the door closes frame and theatre go black. We follow the noises of the man painfully banging into several objects. On every hit appears a super with name and price of an IKEA bedroom item. His wife went shopping at IKEA.
Click here for the Commercial

Advertising Agency: Publicis, Milan
Creative Director: Alasdhair MacGregor-Hastie
Associate Creative Director: Piero Bagolini/Silvano Cattaneo
Copywriter: Marco Venturelli
Art Director: Fabrizio Tamagni
Production Company: Harold & Motion, Milan
Year: 2005
Shortlist

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Playstation/Tif 2004 – GENERAL PROTEST/THERAPY

With This is Football 2004 on line all has changed…

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Copywriter: Andrea Fogar
Art Director: Geo Ceccarelli
Production Company: Mercurio, Milan
Director: Paolo Monico
Year: 2005
Shortlist

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Henkel – BULL/PANTHER/MONKEY

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo/Luca Scotto di Carlo
Copywriter: Giovanni Chiarelli
Art Director: Serena Di Bruno
Photographer: Fulvio Bonavia
Year: 2005
Shortlist

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Nissan Micra – TARPAULIN

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Copywriter: Alessio Riggi
Art Director: Fabrizio Caperna
Photographer: Larry Russo
Year: 2005
Shortlist

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Intrecci Hairdressers – PRAYING/SISTER IN WHITE

Advertising Agency: Red Cell
Creative Director: Pino Rozzi/Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Photographer: Pierpaolo Ferrari
Year: 2005
Shortlist

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Zoogami – BRAND DESIGN

Zoogami was born in 2003 as a inspired by story that mixes western and eastern culture. The main objective of this project is to build a strong brand, thanks to artistic and intellectual values.  Zoogami was created as a Corporation that ironically, and realistically at the same time, grows into different branches, in which single projects are developing already or will develop into the different market sectors.
The first job is the record realized in Spain with Caesar and the authors of Cafè Del Mar . The second project is the superior quality beer.
The third project is for a branded clothing collection, composed by12 sophisticated items.

Click here for the project

Advertising Agency: Fishouse
Creative Director: Alessandro Orlandi
Designer: Alessandro Orlandi
Art Director: Ciriano Zanon
Year: 2005
Cyber Lion: Shortlist

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Resident Evil 2  – APOCALYPSE

Website created for the Italian launch of the movie “Resident Evil 2”.

Click here for the project

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Paola Inzolia
Copywriter: Massimo Caiati
Art Director: Stefano Pedretti
Year: 2005
Cyber Lion: Shortlist

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Lavazza Coffea – CALENDAR 2005

The subject is the circus seen through Olaf’s eyes. A world that realises unique images of Espresso: the main character, as always, of Lavazza calendars.
This theme gave us the chance to experiment with unusual effects: a tiger walking on a white page expands the dreamy idea and invites the user to discover new emotions, from glamour to creativity. Colours, together with the navigation system, give a personal and playful rhythm. Finally the tiger gave its magnetic personality to the site.
Not only for artists: glamour and fashion lovers, trend maniacs who pay attention to the world we live in.

Advertising Agency: Testaweb, Turin
Creative Director: German Silva/Marco Faccio
Copywriter: Marina Leonardini/Daniele Bona
Art Director: Raffaella Di Gesù/Heitz Mendibil
Designer: Andrea Lantelme
Year: 2005
Cyber Lion: Shortlist

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Ariston Aqualtis – UNDERWATER WORLD

An entire ocean of laundry finds space in the new Aqualtis washing machine. Winner at Cannes, Clio, D&D and now on permanent display in the Louvre Paris as an example of modern art in advertising.

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza/Sergio Rodriguez
Copywriter: Francesco Simonetti
Art Director: Antonio Cortesi
Production Company: Filmaster, Milan
Director: Dario Piana
Year: 2006
Gold Lion

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Halls Extra Strong – VAPOURS

A man is inhaling vapours for all he’s worth but we discover at the end that he wasn’t using the classic balsamic essences.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alberto Citerio
Copywriter: Giovanni Salvaggio
Art Director: Stefano Fantini
Production Company: Moviefarm, Milan
Director: Gaetano Vaudo
Year: 2006
Bronze Lion

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Reactine Allergy Relief – SAVANA

The cheetah is the fastest animal in the savannah. This time, however, he’s chased by an hippo, that surprisingly is running faster than him. This is a metaphor of Reactine: Surprisingly fast. Against Allergy. Click here for the Commercial

Advertising Agency: JWT, Rome
Creative Director: Pietro Maestri/Paolo Ronchi
Copywriter: Alfredo Ruggieri
Art Director: Pierfranco Fedele
Production Company: Mercurio SPQR
Year: 2006
Bronze Lion

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Halls Original – RADIO

We hear a radio that’s suffering from interference. A man moves the aerial to centre the frequency better. When we finally hear a clear voice from the radio, we realize that what he was moving wasn’t an aerial.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alberto Citerio
Copywriter: Giovanni Salvaggio
Art Director: Stefano Fantini
Production Company: Moviefarm, Milan
Director: Gaetano Vaudo
Year: 2006
Shortlist

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Illy Caffè – SEEING BEAUTY

What is beauty? We only really notice it when we find ourselves up against it. We can see it and be spellbound. We can listen to it and the sound stays with us for ages. We can touch it and our hands memorize its outlines. And we can discover, as in this case, that it’s also got its own flavour: that of a perfect espresso. The taste of Illy.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri/Alex Brunori
Copywriter: Alex Brunori
Art Director: Fabio Anzani
Production Company: BRW & Partners, Milan
Director: Matthias Zentner
Year: 2006
Shortlist

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Arena Swimwear – TORPEDO

Inside an aircraft, the crew is taken up with the navigation. Suddenly the radar plots a strange and apparently dangerous object in the water, getting closer and closer to the ship. Panic among the people, before the impact. However, we see that the object isn’t a torpedo as it seemed, but a swimmer, who’s approaching the craft. He hits it, using the shipboard as it was a swimming pool one. The special swimmer is The Olympic champion Massimiliano Rosolino, wearing the Arena “Powerskin Extreme” high competition swimsuit.

Advertising Agency: Lowe Pirella
Creative Director: Umberto Casagrande/Maurizio Maresca
Copywriter: Maurizio Maresca
Art Director: Umberto Casagrande
Production Company: Filmaster, Milan
Director: Dario Piana
Year: 2006
Shortlist

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Peugeot 206 – WORLD FAN CLUB

Peugeot 206 has mythical status – you’d do anything to have one.

Advertising Agency: Euro RSCG, Milan
Creative Director: Roberto Greco
Copywriter: Marco Geranzani
Art Director: Giordano Curreri
Production Company: Soixante Quinze, Paris
Director: Jonathan Herman
Year: 2006
Shortlist

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Sky Sport – KAKA’

The World Cup Germany is closer. Kaka prepare for it dancing in a traditional costumes…

Advertising Agency: 1881 United, Milan
Creative Director: Pino Rozzi/Roberto Battaglia
Production Company: (h)Films/Hungry Man, London
Director: Owen Harris
Year: 2006
Shortlist

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Mediaset Premium tv – GREAT CINEMA

There are several people: Different ages, dressed in their own clothes, they are all trying lines from a famous film….. the lines abviously, are not delivered as professional actors would say them. A Super appears: We all deserve to get into great cinema.

Advertising Agency: Saffirio, Tortelli, Vigoriti, Turin
Creative Director: Aurelio Tortelli
Copywriter: Michela Grasso
Art Director: Daniele Ricci
Production Company: Movie Magic International, Milan
Director: Angel Gracia
Year: 2006
Shortlist

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Reale Mutua Insurance – CIRCUS

Members of a circus describe how they were saved by an insurance man.

Advertising Agency: Saffirio, Tortelli, Vigoriti, Turin
Creative Director: Aurelio Tortelli
Copywriter: Michela Grasso
Art Director: Daniele Ricci
Production Company: The Family, Milan
Director: Carl Erick Rinsch
Year: 2006
Shortlist

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MINI (Eat Out Food Magazine) – PEPPER & SALT/TABLECLOTH/GRATER

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Federico Bonenti, Alessandra Bergamaschi
Art Director: Luca Zamboni, Luis Toniutti
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cooper S – BULL

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Nicola Lampugnani, Lorenzo Crespi
Art Director: Anselmo Tumpic, Pier Giuseppe Gonni
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cabrio – POINTS

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Nicola Lampugnani
Art Director: Anselmo Tumpic
Photographer: Piero Perfetto
Year: 2006
Shortlist

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MINI Cabrio – YO-YO

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Giuseppe Mastromatteo, Luca Scotto Di Carlo
Copywriter: Cristino Battista
Art Director: Dario Agnello
Photographer: Armando Rebatto
Year: 2006
Shortlist

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Nintendo DS – COMMUNION

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Paolo Guglielmoni
Art Director: Rosmary Collini Bosso
Photographer: Max&Douglas
Year: 2006
Shortlist

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Heineken (Anti Drink Driving Campaign) – TOILETTE/PUB

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli
Copywriter: Bruno Bertelli
Art Director: Cristiana Boccasini
Photographer: Giovanni Pirajno
Year: 2006
Shortlist

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Splinter Cell Chaos Theory – SAM FISHER

Brief
Once considered a pioneer in its genre, the Splinter Cell franchise has lost ground as its competition floods the market with look-alike games. With the release of a new game in the series, the goal is to recapture the attention of a target that sees little differentiation in the genre.

Media Strategy
Splinter Cell’s Sam Fisher, one of genre’s most renowned characters, was created with the help of real-life military experts with insight into the cold reality of the espionage. Knowing the care and precision that goes into these games, players keep coming back to “re-live” the special operations experience. The media strategy was entirely designed with a simple objective: bring suspense into gamers’ life via incognito missions utilising radio intrusions during the day and guerrilla activity during the night.

Idea
After a weekend with friends, the target was greeted with electrostatic stickers designed to look like bullet holes were attached to car windows parked in key hangout areas. A note next to it said: “Thank you!! My name is Sam Fisher. I took your car to run after terrorists. Unfortunately a bullet hit the car window. My contact is http://www.samfisher.it.” Radio spots the next morning revealed what was going on… Sam Fisher is back!

Results
The plan was created to surround the target throughout the week. Their favourite national radio DJs teased the execution during the week and revealed it on the weekend. The OOH execution engaged the target in common areas for weekend nightlife. The atmosphere surrounding the area added to the realism of the execution and effectively reached large groups of our target audience. The suspense created around the comeback of Sam Fisher and the Splinter Cell franchise propelled gamers’ intention to buy to the point that sales figures were reached 2 weeks in advance compared to client objectives.

Advertising Agency: Carat
Strategic Team: Stefano Spadini, Francesca Costanzo, Franca Melloni
Year: 2006
Shortlist

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Nike Italy – RUN 4 CESARE

Run the City is a global event organised to create awareness over running. Poor money, great objectives. The Rome project: Cesare was an overweight man to whip into shape and sign up to RUN ROME 05. Runners had to log on to run4cesare.com and let us know their workout. The longer they ran, the greater the possibility Cesare would get off his butt and run. Three webcams were set up in his house 24/7 and a troupe tailed him live on all his
training runs. RUN4CESARE: 40 days of live webcam coverage-20,975 web visits-1522 runners entered for the race.

Advertising Agency: Fagan Reggio Del Bravo, Rome
Creative Director: Patrizio Marini
Copywriter: Emanuele Madeddu
Art Director: Patrizio Marini, Manuel Musilli
Designer: Manuel Musilli
Year: 2006
Shortlist

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Casinò di Venezia – KEEP PLAYING

Venezia Marco Polo Airport. Baggages convey belts/carousel

Advertising Agency: ADMCOM, Bologna
Creative Director: Maurizio Cinti
Copywriter: Rebecca Rossi, Maurizio Cinti, Silva Fedrigo
Art Director: Andrea Ligi, Sergio Lelli
Year: 2007
Bronze Lion

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Arnold Worldwide Italy  – VOODOO KIT

Arnold Worldwide Italy opened a guerrilla marketing department called Arnold Guerrilla. We needed to advertise the service to marketing managers. To communicate that with Guerrilla Marketing everything is granted and to make something unique that could strike marketing managers. The Marketing Voodoo Kit made in single copies is an object that marketing managers would want to keep on their desk and show to their collegues. Coca Cola Italy and Nike Italy called us for an agency presentation. Grana Padano Cheese asked us to enter the pitch for Grana Padano Cheese and San Daniele Ham.

Advertising Agency: Arnold Worldwide Italy, Milan
Creative Director: Maurizio Maresca, Alessandro Sabini, Paolo Troilo
Copywriter: Alessandro Sabini
Art Director: Paolo Troilo
Year: 2007
Bronze Lion

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Vodafone – TOTTI & GATTUSO (WE ARE FAMILY)

Vodafone is a big family (all its subscribers). We have 2 testimonials that are a part of this family. They are so many people that make the queue for everything they do.
Advertising Agency: 1861 United, Milan
Creative Director: Pino Rozzi, Roberto Bataglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: Mercurio Cinematografica, Milan
Director: Giuseppe Capotondi
Year: 2007
Shortlist

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MTV – APRIL FOOL

A teleseller proposes a shocking investment to buy a house on a hill today and in 15 years you be under the sea thanks to the total overheating … the April Fool’s joke is revealed

Advertising Agency: Arnold Worldwide Italy, Milan
Creative Director: Maurizio Maresca, Alessandro Sabini, Paolo Troilo
Copywriter: Alessandro Sabini
Art Director: Paolo Troilo
Production Company: (h) Milan
Director: Carlo Crapanzano
Year: 2007
Shortlist

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Mariella Merendino Cashmere – CASHMERE SHEEP

Advertising Agency: DDB, Milan
Creative Director: Vicky Gitto
Copywriter: Vicky Gitto
Art Director: Andrea Maggioni
Year: 2007
Shortlist

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Bye Helmets – HANDS BOY/HANDS GIRL

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Luca Beato
Art Director: Giorgio Cignoni
Photographer: Fulvio Bonavia
Year: 2007
Shortlist

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The Pink Line – TELEPHONE

The purpose of the campaign is to promote the phone line service offered by the Pink Line. The Pink Line helps and supports women being victims of violence and abuse.

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Francesco Taddeucci, Luca Albanese
Copywriter: Jorg Riommi
Art Director: Arturo Vittorioso, Clarissa Biaggi
Photographer: Giuseppe Di Vita
Year: 2007
Shortlist

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Turin Paralympic Games 2006 – PODIUM

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri
Copywriter: Francesco Muzzopappa
Art Director: Fabrizio Pozza
Photographer: Mauro Turatti/Livello 06
Year: 2007
Shortlist

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Tuc Snack Saiwa – WHEN HUNGER STRIKES

When hunger strikes suddenly, it may be tempting to eat the first thing at hand. An interactive video banner, in which it is possible to suggest to a funny and starving office worker to eat the objects on his desk. He will be happy to take in these suggestions… but his telephone, the cactus, the photo-holder and the pc screen will turn out to be too heavy food. When it is time for a snack, there is only one right choice: TUC by Saiwa. For now, if you think you can sustain explicit scenes of hunger, meet the man in his office. Click here for the project

Advertising Agency: DCM Fullsix, Milan
Creative Director: Simonetta De Brumatti
Copywriter: Luca Comino
Art Director: Giuseppe Bizzarro
Year: 2007
Shortlist

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Koleston – HAIR LIPS

Advertising Agency: Leo Burnett, Milan
Creative Director: Enrico Dorizza, Sergio Rodriguez
Art Director: Alessandro Padalino
Photographer: Studio Ros
Year: 2008
Silver Lion

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Arena Swimwear – AUDIENCE

An audience is sitting in a sports arena. Spectators are turning their heads with fast and rhythmic movements, as if they are watching a tennis match. A super appears: Swimming gets faster. As the audience starts cheering, the Arena logo and payoff appear.

Advertising Agency: Lowe Pirella Fronzoni
Creative Director: Francesco Bozza, Umberto Casagrande
Copywriter: Andrea Stanich
Art Director: Pietro Lorusso
Production Company: First Floor Films
Year: 2008
Shortlist

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Nat Geo Adventure Channel – TAXI

Advertising Agency: AM Newton 21, Rome
Creative Director: Luca Maoloni, Gabriella Ambrosio
Copywriter: Gabriella Ambrosio
Art Director: Luca Maoloni
Production Company: Mercurio SPQR, Rome
Director: Brecht Vanhoenacker
Year: 2008
Shortlist

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Freddy Sportswear – DIVING/100 METRES

Freddy: official sponsor of the Italian athletes at the Beijing 2008 Olympic games. “Freddy Olimpiadi” project: Three movies featuring three Olympic athletes: Elisa Santoni for rhythmic gymnastics, Simone Collio for the 100 metres sprint, Tania Cagnotto for 3m diving. The idea of all movies is that athletes “gamble” their whole life during their Olympic performance. In these movies, the athletes’ stream of consciousness replaces their body, and is represented through various animation techniques. The claim “Olympic games performed by Freddy” gives the Freddy point of view on Olympic Games: an artistic and performing exploration on the movement theme.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: (h) Films, Milan
Director: Bill Barluet/Tommaso Cariboni
Year: 2008
Shortlist

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Freddy Sportswear – RITHMIC GYMNASTICS

What do the Olympics mean for an athlete? In the Olympics, an athlete puts his whole life at stake in few, decisive moments, and unique sensations hide in each move. The flow of thoughts and emotions felt by the athletes is visualized in a surprising, striking way: the bodies of the protagonists themselves become veritable art installations, made by objects which represent the thoughts and feelings flowing through the athletes during their main performance, and become bodies again at the end. A celebration of movement, in the legendary background of the Olympics, original and spectacular, following the artistic orientation which is typical of the brand: the ‘Olympic Games performed by Freddy’.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Stefania Siani, Luca Beato
Art Director: Federico Pepe, Micol Talso
Photographer: Lorenzo Vetturi
Year: 2008
Shortlist

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San Raffaele Hospital – VIDEOGAME

We are in a “Doom” like video game. We see through the eyes of the player who runs after a very fast-footed enemy. Running along a corridor, climbing up some stairs the player stops to get his breath back. He now comes to some more stairs but decides not to climb them. He’s tired out and looks at his belly. We now realise he’s an obese child. Line: ‘Video games are one of the principal causes of child obesity. Encourage children to play outside’.

Advertising Agency: JWT, Milan
Creative Director:Pietro Maestri, Bruno Bertelli
Copywriter: Bruno Bertelli
Art Director:Cristiana Boccasini
Production Company: Fargo Film, Milan
Director: Gaetano Vaudo
Year: 2008
Shortlist

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Gasser (Grandi Salumifici Italiani) – BLACK SUIT/TEXAN

Advertising Agency: TBWA/Italia
Creative Director: Fabrizio Russo
Art Director: Cristina Baccelli
Copywriter: Sara Ermoli
Photographer: Winkler & Noa
Year: 2008
Shortlist

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Volkswagen (Passat Business with integrated DVD) – TEXTILE FACTORIES/PHARMACEUTICAL INDUSTRY

Advertising Agency:DDB, Milan
Creative Director: Vicky Gitto
Art Director: Cristina Marcellini
Copywriter: Vicky Gitto
Year: 2008
Shortlist

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Par 5 (Fashion Sportswear) – DOOR

Advertising Agency: DDB, Milan
Creative Director: Vicky Gitto
Art Director: Hugo Gallardo Dominguez
Copywriter: Vicky Gitto
Year: 2008
Shortlist

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Yamaha Marine – PLANE

A white stripe cuts through a sky that’s as blue as the deepest sea. It looks like a jet, the world’s fastest moving object. But the profile of an island tells us the blue is actually the sea, and the white spray comes from a boat outfitted with an engine with a unique power, the new Yamaha F350. In a page with a strong, guaranteed impact, all the strength of an engine which can unleash the world’s highest power, like the title says. And which can take the driver above everything, above anyone else.

Advertising Agency: 1861 United
Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Laura Cattaneo
Art Director: Giorgio Cignoni
Year: 2008
Shortlist

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MUF (National Comics Museum) – SCREAM

To convince the target that “culture” is not just about established museums or traditional exhibition.
Comics can have the dignity of traditional art forms.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri
Copywriter: Bruno Bertelli, Paolo Cesano
Art Director: Cristina Boccassini, Flavio Mainoli
Year: 2008
Shortlist

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Nokia Nseries – INCURSION

At the cinema when the lights are off, the audience stop talking and concentrates on the screen. That’s the best moment to catch their attention. Nokia wanted to do more: they wanted to talk about the new interactive-based phone (music, games, and movies) with an interactive spot, and let the cinema audience experience how an incursion that mixes real life and cinema screening can be exciting and surprising.

Nokia N81 is a mobile phone able to entertain you with a videogame, to make you watch a beautiful movie, to be your own camcorder, to let you listen to your favourite music. Everywhere and every time, it can interact with your reality, taking you where you prefer. That’s because Nokia N81 chooses an interactive spot to communicate and let the cinema audience experience how an incursion that mixes real life and cinema screening can be exciting and surprising. Interaction is the key word for this target. Smart people, in love with technology, in love with excitement and surprise. The spot was on air for four weekends during a month. We are not able to give any business results.

Advertising Agency: Grey, Milan
Creative Director: Francesco Emiliani
Copywriter: Claudia Bavelloni, Francesca Andriani
Art Director: Daniele Dagrada, Stefano Fantini
Production Company: Filmaster, Milan
Director: Alessandro Cattaneo
Year: 2008
Shortlist

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ADMCOM (Self Promotion) – YOC-BOX

The agency aimed at finding an innovative self promotional way to make prospective clients experience its degree of creativity. At the same time, the agency wanted to give life to a highly engaging initiative able to convey the philosophy that animates it. The agency created the “Year Of Creativity_Box”, an original self promotional initiative meant to stimulate people to reinvent themselves every day. It contains 366 illustrated business cards which show 366 different, imaginative professions (one per day in 2008), all of them addressed to the person who receives the box. The operation has already earned the agency a considerable set of prospects’ contacts. So far, 300 YOC_BOXES have been sent and they have generated the acquisition of three new clients.

Advertising Agency: ADMCOM, Bologna
Creative Director: Maurizio Cinti
Copywriter: Silva Fedrigo, Massimiliano Pancaldi
Art Director: Manuel Dall’Olio
Year: 2008
Shortlist

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Shoestring Tour Operator – WILD THERAPY

WHO IS SHOESTRING?
Shoestring is a tour operator that offers an unconventional way to travel in the most adventurous places on the planet.

WHAT IS THE WILD THERAPY?
Four bored, tired and depressed animals need help because they’ve lost their wild life. They just can’t stand “holiday-village-tourists” and miss people who love the real adventure. Enjoy the analysis sessions of these animals to get why they need the Wild Therapy. click here for the project

Advertising Agency: Saatchi & Saatchi, Rome
Creative Director: Guido Cornara, Alessandro Orlandi
Copywriter: Antonio Di Battista, Laura Sordi
Art Director: Manuel Musilli
Year: 2008
Shortlist

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Flora by Gucci Fragrance – GUCCI FLORA

The commercial focuses on the nature of the scent. Model Abbey Lee, surrounded by endless field of pink flowers, gently inhales the fragrance from a single flower. She is caressed by the scent as she in turn sensuously conducts and manipulates it through the field. Her movements become ever more hypnotic as the intensity increases, until the final rush overwhelms her completely and her dress bursts into an intensely beautiful butterfly effect of fabric, light and petal.

Advertising Agency: REM Ruini & Mariotti, Rome
Creative Director:Riccardo Ruini, Chris Cunningham, 
Production Company: RSAFilms, London/Filmaster, Milan
Director: Chris Cunningham
Year: 2009
Gold Lion (Best Use of Music) and Bronze Lion

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Baci Perugina – FROM GIOVANNI TO DONGIOVANNI

Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the Nestlè Group. To capitalise on Baci Perugina’s awareness during the period around Valentine’s Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love. The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia.
The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. Baci Perugina doesn’t come into the scene from the beginning, but it figures as an “independent supporter” of Giovanni’s initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni. 8 videos show the big moments of the story.

The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event.

People soon became fond of the story. In 10 days it has been recorded: 50,000 mails, 151,841 visitors to the Baci Perugina site, 26,678 contacts on YouTube, 5,400,000 impressions on MSN, Sales + 11% in an a-8 market. Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.

Advertising Agency: Armando Testa, Turin
Creative Director: Maurizio Sala, Marco Faccio
Copywriter: Nicola Lampugnani, Francesco Milanesio
Art Director: Francesco Guerrera
Production Company: Little Bull, Turin
Director: Augusto Storero
Year: 2009
Gold Lion

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Loctite Super Attak – WOOD/PLASTIC

Advertising Agency: DDB, Milan
Executive Creative Director: Vicky Gitto
Copywriter: Alessandro Mian
Art Director: Ricard Valero
Photographer: Andrea Melcangi
Year: 2009
Silver Lion for the campaign

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Coca-Cola Italia – ILLUMINA LA CITTA’

Insights, Strategy & the Idea
The 2008 campaign has a new claim “Light up Christmas with a Coca-Cola emotion”. The challenge was to revitalize and further amplify “light up” communication code with innovative activations.
The insight that sparked the idea was drawn from the fact that media at the time was focusing on urban security concerns following an apparent wave of street crime. Dark winter streets were the symbol of this feeling – and large city administrations were putting a lot of effort into bringing light to their citizens. Coca-Cola could leverage this initiative and add joy and positivity to the initiative, by lighting up an urban vehicle (a tram) in the fashion of the traditional Coke Truck – which would navigate the streets at a peak moment in pedestrian.

Creative Execution
In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram – also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year.
Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city.
The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology.
The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.

Results and Effectiveness
Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere.
Also, due to its public component – as it involved local authorities and the support of their efforts in improving the life and aspect of the city – the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.

Advertising Agency: Starcom Italia/JWT, Milan
Strategic Director: Alessio Fattore
Creative Director: Pietro Maestri/Bruno Bertelli
Art Director: Cristiana Boccasini/Amedeo Pancella
Year: 2009
Bronze Lion

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BWIN (Online Poker) – POKER ISLAND

Insights, Strategy & the Idea
Online poker was legalized in Italy in September 2008. Due to widespread publicity, offline poker grew from 480,000 players in 2007 to 970,000 in 2008. Online poker is estimated to grow to 4.3 million as legalization welcomes more less-talented players.
Bwin is the world’s largest online gaming organization offering 30,000 daily bets in over 90 sports. But Italy’s marketplace was flooded with competition well ahead of Bwin. Our challenges were to promote Bwin poker and recruit gamers with a budget much smaller than the competitors.
We targeted young men 18-34 who play poker regardless of skill and who use the Internet to find deals, buy tickets and make purchases. They get a kick from testing their skills, but what really seduces them is the lure of the bluff and the glamour associated with the poker world. We gave them the chance to learn from pros and play big style in paradise.

Creative Execution
We developed an online tournament – Bwin Poker Island Challenge – that became a casting call for a chance to play on the ultimate stage: a Mediterranean villa on an island paradise, complete with an infinity pool.
We turned the challenge into a hit reality TV show Poker Island. TV cameras followed the eight finalists on their exclusive championship weekend, transforming them into stars of their own poker program. Six one-hour episodes were part of Sky Italia’s sports schedule.
During the day players battled it out for the final prize of a spot in the reputed Aussie Millions Poker Championship. But at night they played hard enjoying adventures, nightlife and the in-house chef.
Our unique online/offline tournament was promoted through TV, Internet and print. Poker Island aired December 5th, 2008 – January 12, 2009 as Bwin’s logo maintained maximum visibility throughout the program and on all TV guides.

Results and Effectiveness
“Our gamble paid off. The event generated a huge presence both on main and niche poker sites as well as online TV guides and stations covering poker tournaments: • 720,000 impressions, 70% men • Viewers spent an average of 20 minutes engaging with the brand • Players in qualification tournament 8 times over forecast and beyond year’s end target • Market share almost doubled with 2% share of investment vs. competition • The Poker Island audience was 62% higher than the SkySport average”

Advertising Agency: Arnold Worldwide Italy/MPG Italia
Strategy/Development: Guido Surci
Executive Creative Director: Maurizio Maresca
Creative Director: Alessandro Sabini/Paolo Troilo
Year: 2009
Bronze Lion

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New Zoogami Beer – CONTEPORARY BEER

Zoogami releases a new beer and wants to position it as a modern product that follows the evolutions of the world in which we live. This is the Contemporary Beer project, born to explain, in a completely revolutionary way, what happens in the world in real time. Clic here for launch the site

Advertising Agency: Saatchi & Saatchi Roma
Creative Director: Agostino Toscana/Alessandro Orlandi
Art Director: Manuel Musilli
Copywriter: Antonio Di Battista
Year: 2009
Bronze Lion

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MUF (Comics National Museum) – THE BILL/THE WAKING UP/THE SHOT

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Art Directors: Cristiana Boccassini, Flavio Mainoli
Copywriters: Bruno Bertelli, Paolo Cesano
Illustrator: Manlio Truscia
Year: 2009
Bronze Lion for the Outdoor campaign
Bronze Lion for Press campaign

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Stay slim, drink low fat milk – PARMALAT

A boy, coming out of a trailer, greets his parents, relatives and friends who are inside. The boy while drinking a glass of Parmalat milk arranges with friends how to spend the evening. Little by little we see that the trailer is overcrowded. The boy is cycling away when from the inside of the trailer the people scream at him to close the door.

Advertising Agency: Publicis, Milan
Creative Director: Luca Scotto Di Carlo, Vincenzo Gasbarro
Copywriter: Luca Scotto Di Carlo
Art Director: Vincenzo Gasbarro
Production Company: Les Enfants Creative Productions
Director: Vincenzo Gasbarro
Year: 2009
Shortlist

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Auditorium – HEINEKEN

Our consumers (focus: males 18-24) are getting older, duties and responsibilities put at risk their sacred beer moments with friends.
We needed to make our target perceive Heineken as the closest brand to the beer drinkers, making them live an amazing and unconventional brand experience.

To convey the brand position (the entertaining beer) and make our target experience how important is preserving their beer moments with friends, we created a trap for 1000 ACMilan Fans. On the same evening of the match Real-Madrid vs Milan, we brought them to a fake event mixing poetry and classical music. We used 200 our accomplices that, provided with invitation card sponsored by Heineken, persuaded our victims to skip the match and go to the concert. Heineken would have never let its target miss the game, that’s why after 15 mins of concert, we revealed the trap and let the audience join the match on a huge screen.

This promo brought a very high brand awareness increment. TV news, newspaper and blogs widely spoke about the event and it definitively empowered the image of the brand even against its competitor. 1000 victims directly experienced it at the Auditorium, 6 million people saw it live on TV, other million people read about it on the news or on the web the days after.
Even after several months, people keep on talking and making buzz about this event that had a very strong impact on our target.

Promoting the Heineken sponsorship with UEFA Champions League through an event definitively unconventional for beer drinkers has been an innovative way to involve our target and create an immediate activation. The main objective of a Promo is finding a relevant and engaging for the target. The reward here has been an amazing entertaining experience, totally consistent with the brand philosophy and with the target aspiration.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Cristiano Tonnarelli
Art Director: Marco Viganò
Production Company: Les Enfants Creative Productions
Year: 2010
6 Gold Lions ( 1 Outdoor, 1 Media, 2 Promo, 2 PR)
1 Silver Lion (Direct)
1 Bronze Lion (Direct)

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Beer Gloss – HEINEKEN

Describe the objective of the promotion
The objective of Heineken Valentine’s day is to transform this frightening date, impossible to avoid and not made for beer drinkers, into an occasion to meet its consumers in an entertaining way.

Describe how the promotion developed from concept to implementation
Valentine’s day is a date without friends and beer: guys are forced to go out with girlfriends, have a romantic dinner drinking wine and champagne (everything but the beer) and buy useless gifts. To transform Valentine’s day in a beer day and makes happy our consumers, we created and launched the Beer gloss, the first beer flavoured lip gloss. In this way we offered beer drinkers an entertaining brand experience for Valentine’s day: a real long delightful beer taste on the mouth.

Describe the success of the promotion with both client and consumer including some quantifiable results
Beer Gloss was sold out in two weeks and in a few days the news about this product turns all over the world through social network, blogs and forums. The Beer Gloss excited 14 million people on the web. On February 14th more than 15.000 beer glosses were offered in pubs, universities and stores.

Explain why the method of promotion was most relevant to the product or service
We launched the Beer gloss through a communication campaign (video on the web-press and outdoor, banner) with two objectives: 1) sale the product online, on the site ayswuvalentine.com; 2) distribute it in all the places where the target use to be(pubs, universities, restaurants) to give them an entertaining brand experience. In this way in a short period the Beer Gloss became for the guys the perfect gift for Valentine’s day.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Elisa Binda
Art Director: Vito La Brocca, Andrea Farina
Production Company: Les Enfants Creative Productions
Year: 2010
2 Bronze Lion

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ING Direct – BUS

Happy Clients bringing new clients. The idea comes straight from this insight: a number of human interactive billboards built around town to let real clients dialogue with potential clients passing by. No filters, no bank involved, just a real questions/real answers game between real people. We asked real clients to be the actors of our ad because, to say it the ING way: “Our clients ARE our best advertising”. The first human billboards. Normal people asking, real clients answering.

Advertising Agency: Leo Burnett, Milan
Executive Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Santiago Saiegh
Art Director: Corrado Cardoni, Luca Zamboni
Production Company: Mercurio Cinematografica
Director: Giuseppe Capotondi
Year: 2010
Silver Lion

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ING Direct – The Human Billboard

Insights, Strategy & the Idea
ING Direct is a very popular web bank which changed the category’s business model. They pioneered a new way to handle relationship with their clients by providing an incredibly easy and user- friendly digital platform. A research discovered that ING source of business today more and more comes from their clients’ word-of-mouth. In other words, happy clients bringing new clients, most of them converting from traditional banks. This is where our idea comes from: a living number of interactive billboards where real clients could dialogue with potential clients passing.

Creative Execution
Around town some installations were set in order to become living point of contacts between people, with no bank involvement. Commercials were shot to amplify the word of mouth effect among existing and potential clients.

Results and Effectiveness
In a static environment ING managed to increase their clients base of a further 7%. Day after day, this number is increasing.

Advertising Agency: Leo Burnett, Milan
Executive Creative Director: Enrico Dorizza, Sergio Rodriguez
Copywriter: Santiago Saiegh
Art Director: Corrado Cardoni, Luca Zamboni
Year: 2010
Shortlist

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Rolling Stones Magazine – LIFE ‘N ROLL

Over the last year the Italian political class has been overwhelmed by sensational scandals. The mayors of leading cities, regional governors and the prime minister, Silvio Berlusconi, have been implicated in scandals involving sex, prostitution, drugs and sleaze. They have taken over the role which has always been played by rock’n’roll legends. With this film, Rolling Stone invites rockers to take back what is theirs by right.

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO
Creative Director: Stefsania Siani, Federico Pepe
Copywriter: Stefania Siani
Art Director: Federico Pepe
Production Company: DIAVIVA, Reggio Emilia
Director: Marco Gentile
Year: 2010
Silver Lion

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VDO (Rear View Cameras) – CAMPER/TRUCK/VAN

Advertising Agency: DDB, Milan
Executive Creative Director: Luca Albanese, Francesco Taddeucci
Art Directors: Diego Mendoza
Copywriters: Maria Chiara Alegi
Illustrator: Winkler/Noah
Year: 2010
Silver Lion for the Press campaign

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MUF (Comics National Museum) – THE FART/THE LOOK-OUT/THE STRIP POKER

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Art Directors: Cristiana Boccassini, Flavio Mainoli
Copywriters: Bruno Bertelli, Paolo Cesano
Illustrator: Manlio Truscia
Year: 2010
Bronze Lion for Press campaign

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IKEA – EASYCHANGE

We are in a small open space flat. A young man welcomes his best friend and they spend a pleasant afternoon watching football on TV, listening to music, playing mime, building a miniature ship. Finally they fall asleep in front of a documentary. After a while the friend jolts awake. He says he will be back tomorrow and leaves. Only now we discover that the burlier friend is actually a prison guard and the open space flat is a wonderfully decorated prison cell. We only see it because it has a prison door with bars and a lock. “It’s easy to change with Ikea!”

Advertising Agency: 1861 United, Milan
Executive Creative Director: Pino Rozzi, Roberto Battaglia
Copywriter: Francesco Poletti
Art Director: Serena Di Bruno
Production Company: Akita, Milan
Director: Maroni Sune/Nic Osborne
Year: 2010
Shortlist

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MIBAC – PUDDLE/ESCALATOR

From the 16th to the 25th April 2010 the Ministry of Cultural Heritage and Activities promoted Culture Week, an exceptional nationwide event which opened the doors to all museums, archaeological sites, archives, libraries and public monuments to Italian and foreign citizens admission free. The video intends to play on the “free of charge” key concept, associating two images in a highly semantic and significant way: the first is ordinary and everyday-like, the second is characterized by an artwork of high prestige and artistic value. The close comparison of these two aims to emphasize how the opportunity of seeing these masterpieces is extremely precious and should not be missed.

Advertising Agency: Saatchi & Saatchi, Milan
Creative Directors: Agostino Toscana, Alessandro Orlandi
Deputy Creative Directors: Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Year: 2010
Shortlist

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Rimmel – TRAIN/LIBRARY/AIRPORT

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Art Directors: Fabrizio Pozza
Copywriters: Francesco Muzzopappa
Year: 2010
Shortlist

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HEINEKEN – Cinema: Lady Violet’s Diaries

To remember our consumers that it’s always better going out with friends for a beer maintaining an easy going attitude than becoming adult and losing some sacred moment with friends, we trapped our consumers at the cinema, creating a singular event. Many beer drinkers were invited to the cinema for the opening of a new film: “Lady Violet’s Diary”. For the occasion we created a few minutes of a fake film based on a very long, romantic, paradoxical story. This film was showed at the cinema in one selected night. During the screening suddenly appeared the claim “Are you still with us?” to remember our consumer that fell in the traps that is always better stay with friend in an entertaining way. After that we offered to the audience the opportunity to watch an action movie (adapt for beer drinkers): G.I. Joe: The Rise of Cobra.

Advertising Agency: JWT, Milan
Creative Director: Pietro Maestri, Bruno Bertelli, Cristiana Boccasini
Copywriter: Cristiano Tonnarelli, Michele Picci
Art Director: Marco Viganò
Year: 2010
Shortlist

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Coca-Cola light – TRIBUTE TO FASHION

Insights, Strategy & the Idea
Whose revolutionary spring collection caused a sensation at Milan Fashion Week? It was Coca-Cola Light.
Our 32, cutting-edge outfits dazzled the women of Milan, and brought all the credibility of the world’s top designers to our brand – in the very home of global fashion. With new Coke products and other rivals on the market, we urgently needed to refresh Coca-Cola Light’s connection with the lifestyles of 25-plus women. The brand had dabbled in the fashion world before. After all, nothing is more important to our target audience. Each year, Coca-Cola Light asked a designer to create a sleeve for a run of collectible bottles. But this time, we channelled the spirit of Milan. This would be no traditional marketing campaign. This would be the launch of a fashion collection. And we would fuse high fashion and public art in a spectacle that had never before been tried.

Creative Execution
We persuaded eight of the world’s top designers to create four slinky sleeves each for our bottles, and we unveiled the collection at a red-carpet event attended by the designers and the world’s press. It was the first time Milan’s mayor had allowed the Palazzo Reale to be used for a private event.
We dressed woman-size bottles, and showed them on the catwalk. Sotheby’s auctioned them off for charity. Footage of the show was used in 3-minute clips on television. And we printed a catalogue in postcard form and inserted it in fashion magazines.
And then we turned the collection over to the public. We exhibited giant bottles in prominent locations in Milan. In the windows of major fashion stores. In 2,000 temporary stores of our own across the country. And, extending our extraordinary partnership, in the boutiques of our eight designers themselves.

Results and Effectiveness
1Mio contour bottles were sold during the Milan Fashion Week in the PoS activations, and over 50,000 full-body sleeves in one week at the customised corner at La Rinascente alone. Media covered the launch event with 70 articles in 1 month, with an estimated yield of 48,000,000 impressions. According to Millward Brown trackings, vs. pre-campaign readings, brand awareness and purchase intent were up +10%, while brand attributes ‘It’s a cool product’ and ‘Trend-setting’ gained 30%. Moreover, 100,000 € were collected during the auction in favour of the earthquake victims.

Advertising Agency: BCube, Milan
Executive Creative Director: Francesco Bozza
Copywriter: Fabio Andreini, Pietro Putti
Art Director: Daniele Pancetti
Year: 2010
Shortlist

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Legambiente – CALENDAR

Challenges and key objectives
Legambiente wanted to remind people about the urgency of environmental issues with a gift. It needed to be memorable and to drive more traffic to the Legambiente website for more information on how individuals and corporations can implement or participate in environmental programmes.
To celebrate its 30th anniversary, which fell at Christmas time, Legambiente (the most important Italian environmental association) draws attention to recycling and responsible consumption with a gift.

Idea
We thought about the most common (and least expensive) gift that people give away every end of the year all over the world. The answer was: a calendar. After that, the question came: is it possible to recycle a calendar? Of course: every 28 years.
So we collected a number of 1982 calendars and stamped them 2010.

Results
Approximately 500 calendars were sent out. The recipients indicated that they thought the calendar was clever, practical, and useful. The client received many requests for other calendars and so we created a special insert on January magazines with a 1982 calendar. A copy text asked to the people to remove it and hang it on their wall. Website hits increased by approximately 400% during the two months after the mailers were delivered. During a telephone survey, many corporations indicated that they would like more information how they could implement recycling programmes in their offices.

Advertising Agency: EURO RSCG, Milan
Executive Creative Director: Giovanni Porro
Creative Directors: Dario Villa, Erik Loi
Copywriter: Michele Picci
Art Director: Luca Ghilino
Year: 2010
Shortlist

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Durex Lubrificant – CLUB CRASHER

Advertising Agency: McCann Erickson, Milan
Executive Creative Director: Marco Cremona
Creative Director: Gaetano Del Pizzo
Copywriter: Marco Cremona
Art Director: Gaetano Del Pizzo
Year: 2011
Silver Lion

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Fitosonno Sleeping Tablets – TENNIS

Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. One of the main causes of insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise (“you can’t eliminate your problems but you can sleep well with them”) plays on the above mentioned insight and offers not only sleep but also peace of mind. This ad is being scheduled almost exclusively at night, to address a target that watches TV because they can’t get to sleep.

Advertising Agency: JWT, Milan
Executive Creative Director: Pietro Maestri
Copywriter: Paolo Cesano, Bruno Bertelli
Art Director: Flavio Mainoli, Cristiana Boccasini
Production Company: DIAVIVA, Reggio Emilia
Director: Veronica Mengoli
Year: 2011
Bronze Lion

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Walt Disney Pictures – BIG ALICE

Advertising Agency: AUGE Headquarter, Milan
Executive Creative Director: Federica Ariagno, Giorgio Natale
Copywriter: Niccolò Bossi, Anita Rocca
Art Director: Davide Mosconi
Year: 2011
Bronze Lion

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Poste Italiane – BECAUSE I LIKE YOU

“Because I like you” is the story of Giovannino, a child who writes a love letter to his girlfriend. The voiceover of the child reading the letter plays and contrasts with the images. Giovannino’s voice tells us the child’s way of seeing love, enthusiastic and with no limits. The images show the life of an old postman, who despite his age keeps loving his wife with everyday care and attentions. The film ends with the image of the child’s letter, framed and lying on the old lady’s bedside table. We realize the child and the old postman are the same person. The falling in love has with time become true love.

Advertising Agency: CRIC, Milan
Creative Director: Clemente Di Muro, Davide Mardegan, Niccolò Dal Carso
Copywriter: Clemente Di Muro
Art Director: Davide Mardegan
Production Company: H-Film, Milan
Director: CRIC
Year: 2011
Bronze Lion

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Diesel – STUPID GLOCAL CAMPAIGN

Insights, Strategy & the Idea
BE STUPID adv campaign was planned all over the world, even in Italy. This is a copy-oriented campaign and, most of all, is in English. In Italy, only 20% of the population can speak English properly. The translation of the headlines in Italian wasn’t so cool…
In such a Global Era like this, Italian dialects sound great. So we decided to make the global Diesel campaign a global campaign.

Creative Execution
STUPID is a Latin word: in Italian it is STUPIDO, but most of Italian dialects pronounce it “STUPID” (sometimes “stϋpid”, sometimes “stupt” but the sound is quite the same). Then we played with the regional stereotype to define “the Smart”, that became “the Professor”, “the Doctor” and “the Pedantic”. We created titles which played with local common-sayings and cultural background. Each Italian city had its dialect posters.

Results
Lots of national and local newspapers, blogs and web-sites talked about the campaign. Some Major got angry…but web traffic (website and Facebook page) increased by 200% with 600,000 visits to the sites. People felt a big affection and pride for a campaign that spoke their own language.
The store traffic of the cities involved in the media planning increased by as much as 28% in the weeks following the campaign.

Advertising Agency: BCube, Milan
Executive Creative Director: Francesco Bozza
Associate Creative Director: Alessandro Sabini
Copywriter: Alessandro Sabini, Andrea Bomentre, Federico Bonenti
Art Director: Marco Cantalamessa, Andrea Marzagalli
Year: 2011
Shortlist

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CCSVI Multiple Sclerosis Charity – THE DISEASE JOURNEY

Brief
The campaign was born with the objective to make everyone know the new recent discovery made by the Italian doctor Paolo Zamboni about Multiple Sclerosis. We needed to make people experience the odyssey of the multiple sclerosis, letting them know that a revolutionary solution has been found. The NGO that committed this campaign wanted to address it to both to existing customers and to the new ones, engaging a direct relationship with them.

Creative Solution
Using the urls, we tell the forced itinerary of a patient through each failed attempt, from country to country, searching for a cure. We bought a domain for each line of the story, focusing the user’s attention on the url’s text. Using hypertextual links, we led the user to live this story, from site to site, getting to know the opportunity to improve Multiple Sclerosis symptoms. In the last url, the user can support the fundraising campaign and share it. An absolutely new experience in the cyber world of social communication, able to raise awareness through media less suited for scientific
information.

This is not a famous brand and we needed a simple and very incisive idea, able to emotionally involve every user and above all, able to communicate the feeling of a multiple sclerosis patient. Having no budget, we also needed a very low cost solution, strong enough to generate word of mouth. The originality is in the idea we found: we decided to use the URL filed. This allowed us to spend just 400 euros: the price of 30 domains websites. We promoted it on the social network, with the support of medicines, patients and supporters of the NGO. To all contacts of the “CCSVI in Sclerosis Multiple” Association, were sent an email that included a synopsis of the whole project and the link to the first URL. All were asked to share it with others.

Advertising Agency: Lowe Pirella Fronzoni, Rome
Executive Creative Director: Francesco Taddeucci, Luca Albanese, Laura Sordi
Copywriter: Marco Diotallevi
Art Director: Angelo Marino
Year: 2011
Shortlist

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First Floor Under Exhibition – PIRACY POSTER

Brief
Promote First Floor Under, a new born pop-vangarde culture magazine about design, photography, art direction, that also features a streaming radio.
Prove to all creative world that First Floor Under differs from every other blog by being socially relevant and taking action in real life. Usually blog publish ideas of other people, First Floor Under produces its own content.

Describe how you arrived at the final design
To introduce First Floor Under to the public, we designed an event, a real art exhibit, that other blogs have published, promoting directly our Blog.

Results
Locally people tagged themselves and tweeted about the exhibit, meanwhile the most popular ad and design blogs published and promoted our blog: First Floor Under.

Advertising Agency: TBWA/Italia
Executive Creative Director: Francesco Guerrera, Nicola Lampugnani
Copywriter: Mirco Pagano
Art Director: Moreno De Turco
Year: 2011
Shortlist