Samsung eMotion Project/Leo Burnett Italy

 

samsung emotion project

The aim of eMotion Project is to help hospitalized children to face recovery in a whole new way, bringing the light-heartedness typical of childhood back into their lives.
With the collaboration of Samsung Italia, the potential of Samsung Gear VR has been put at the disposal of the pediatric department of Santa Maria Goretti hospital in Latina, to offer little patients an unforgettable visit to “Movieland”, near Lake Garda.
The experience proved to be a valuable way of providing genuine emotional support, turning around not only the mood of the little patients, but also their whole approach to recovery.

_MG_8367

Learn more about Samsung Gear VR at http://spr.ly/_GearVR
#eMotionProejct

 

Agency: Leo Burnett
Executive Creative Director: Francesco Bozza, Alessandro Antonini
Creative Director: Christopher Jones
Copywriter: Nicoletta Zanterino
Art Director: Alessandro Polia
Creative team: Alice Jasmine Crippa, Federica Rebuzzini
Social Media Manager: Raffaella Ramondetti
Project Manager: Andrea Castiglioni
Managing Director: Niccolò Arletti
Account Director: Viktoria Ovtcharenko
Account Manager: Federica Giacomotti
Producer: Isabella Guazzone
Regista: Claudio Gallinella
Casa di produzione: Bedeschi Film

Advertisements

Samsung Maestros Academy – The Future of Made in Italy with Samsung and Leo Burnett

Italian craftsmanship has long been considered a renowned art form. Now, in a time when younger generations are gravitating to smartphones rather than toolboxes, expertise is only reminiscent of a bygone era. With the help of Leo Burnett Milan, Samsung created the first-ever digital conservatory called Maestros Academy to foster the next generation of Italian artisans in order to preserve “Made In Italy” excellences. 

26_BRANDED-CONTENT-A04-TV

To bring to life the Samsung strategic role of “enabler” in people’s life, we looked at the current social situation in Italy: the disappearance of great handcrafting excellences which once brought Italy to greatness. At the same time, unemployment rate among young people is dramatically growing and younger generations are yearning for new opportunities to discover and express their potential and talent. Our idea aims to deal with this Italian paradox, reconnecting two generations, preserving the future of “Made in Italy” and fostering a new generation of Italian artisans. We want to demonstrate the great results that people and technology can achieve together.

a3

a1

For this reason we created Samsung Maestros Academy: the first digital and integrated platform where young talents can learn the secrets of “Made in Italy” masters, through every kind of smart-device, inspiring the youngest to preserve and innovate the greatest Italian heritage.

IMG_6092

The idea of Samsung Maestros Academy was spread on digital channels (FB, Italian newspapers’ and lifestyle magazines websites, Confartigianato’s channels, LinkedIn, Twitter) to join the primary target of the initiative, digital natives, and drive them to the main platform, accessible from every consumer’s electronic device, such as smartphone, tablets, laptops and Smart-TV. The engagement platform consist in more than 40 video-lessons, full of invaluable ancient secrets, in-depth materials and live-interactive lessons, featured even on outdoor and digital-billboards in the major Italian squares, such as Duomo Square in Milan. A technology-enabled connection between two generations, that inspired Discovery Italia channels to produce a 12 episodes TV-series, telling our students’ best success, spread even thanks to Online and mobile TV channels platforms (Realtime.it, DMax.it, Discovery Italia digital platform). The project gained spontaneous echo on national newspapers, magazine and Tv-programs (Piazza Pulita) generating conversation even in the major Italian University.

PELIZZOLI_58

Samsung Maestros Academy generated a great conversation on newspapers, social media and TV-programs, with more than 6 million TV-viewers, 1 million Youtube-views in few days, 4.5 million FB-users reached and 30 million media impressions -in Italy alone- becoming a big topic even in universities including “Università commerciale Luigi Bocconi”, “Università Cattolica del Sacro Cuore” in Milan, IED, “Università degli studi di Roma Tor Vergata” and even by Fashion Institute of Technology in New York.Thanks to an extensive network of touchpoints people learnt ancient crafts through every smart-device,empowering consumer-awareness on product-features and brand reputation.

During interactive-lessons, users asked very specific questions, proving a remarkable high user-engagement. Almost the 50% of live-lessons participants asked the Maestros to become an apprentice, exceeding the available positions by 300% on average. Maestros’ students produced with great success innovative design-items, inspiring even more young talents to preserve and innovate the greatest Italian heritage. After Maestro Pelizzoli’s course, Alice created a truly innovative bike, showcased with great success during the Milan Design Week event. Marina together with Maestro Siniscalchi tailored a shirt, featured on an important Italian newspaper, triggering even the curiosity of GQ. Anna and Valerio crafted a bag, immediately displayed by the prestigious “Flow” shop in Florence.The results achieved by many other students generated over 30 million media-impressions and reaching 4.5 million FB-users, on Italian market alone.

samsung smart bike C01 – ONLINE DIGITAL (APP)

After few months, a student with her Maestro created Samsung Smart-Bike, the first safe-bicycle that protects the rider with its built-in smart-components, automatically activated through a Samsung smartphone. A responsive “safety-environment” that detects ambient-conditions and protects the driver in real-time. A concrete solution for the problem of bikes being the most “unsafe” way of moving in Italy and a real help to break the young people’s barrier with using appropriate safety-equipment.

The idea was to control a fixed-bike and its built-in smart components with a Samsung smartphone and a dedicated app, allowing the automatic control of four laser-beams, a safety-camera a GPS-tracking system, offering innovative safety-features. The first engineered bike and its paired app were presented to one of the greatest design fairs in the world: the Milan Design Week, with the endorsement of EXPO2015 representative of Urban Mobility capturing the interest of important journalists. Alice’s idea has been taken under consideration for applications according to EXPO scenarios, after being recognized as a big step-forward for urban-safety and sustainability.

a2

DSCF0303

La mia S_Bike-01

Advertising Agency: Leo Burnett Italy

Executive Creative Directors: Francesco Bozza, Alessandro Antonini

Creative Director: Christopher Jones, Anna Meneguzzo, Cristiano Tonnarelli

Digital Creative Director: Paolo Boccardi

Copywriter: Alice Jasmine Crippa

Art Director: Alessia Casini, Gianluca Ignazzi

Creative Team: Cristina Bissanti, Felipe Iglesias, Alberto Lot, Lia Paganini

Project Manager: Andrea Castiglioni, Francesco Loprete

Producer: Riccardo Biancorosso, Gaia Fusaro

Art Buyer: Giada Cioffi

PR Coordinator: Maria Teresa Genovese

Managing Director: Niccolo Arletti

Brand Leader: Elena Korzhenevich

Account Supervisor: Luca Ruspini

Account Manager: Federica Giacomotti

Technical Director: Gianluca Mori

Production House: Magnolia


Leo Burnett Italy for WWF: Pets4Pets Project – Advertising thought by kids to get adults thinking

What about asking youngsters, instead of experienced creative directors, to create the strongest communication campaigns?

1_Pets4pets

Pets4Pets Project  taught little kids the secrets of the advertising industry; inviting them to imagine new social campaigns to help protect the animals they love the most. WWF, together with a team of creatives, photographers, illustrators, film directors, animators, post-producers and speakers helped students at an elementary school experience the whole creative process: from the brief, to the Pre Production Meeting, to the shooting, to going on-air. The result? Well see for yourself in the case video.

Schermata 12-2456643 alle 11.53.52

The adventure starts in the classroom, then moves inside the creative agency and finally arrives on a production set. For all the experienced creatives there’s just one strict rule: “never ‘contaminate’ the kids’ ideas”, just offer them the production advice they lack. First Challenge: a print campaign.

WWFstampe6

WWFstampe7

WWFstampe3

WWFstampe4

WWFstampe5

Second Challenge: a TV commercial.

The results

Schermata 12-2456643 alle 11.53.45

“From the first sketch on a piece of paper, to 2 TV commercials, 4 radio announcements and 8 print campaigns, ready to go on-air”. For every creative piece, you can see the “before” and “after”: from the kids’ original sketches to the final executions ready to go on-air. One thing is immediately evident: the kids’ work is already 100% creatively effective.
The team of professionals just helped them “translate” their ideas into a language that adults can understand.

Advertising Agency: Leo Burnett Italy
Executive Creative Director: Francesco Bozza
Associate Creative Director: Andrea Marzagalli
Creative Team: Andrea Stanich, Sergio Spaccavento, Paolo Boccardi, Alice Crippa, Serena Micieli, Silvia Savoia
Executive Producer: Debora Magnavacca
Year: 2013


CoorDown – #DammiPiùVoce (Saatchi & Saatchi Italy strikes back)

CoorDown2013_420mm

Background
In Italy, due to prejudice, the basic rights of people with Down syndrome are still too often denied. With more funds available it would be possible to defend their rights.

cd

Idea
On launch day, on the site CoorDown.it, 50 people with Down Syndrome each appeared on video appealing to 50 celebrities for a donation. But not of money: they asked them to donate a video. A video in which they, the celebrities, asked for the money to support people with Down syndrome, amplifying their voices. A video, which if then shared via the celebrities’ social networks, would have more chance of being listened to.

——————————————————————————————————————————————————————————-

Spartaco & Jovanotti

Andrea & Sharon Stone

Federico & Castrogiovanni

——————————————————————————————————————————————————————————-

Results

50 out of 50 celebrities donated a video and shared it on their social networks, including the singers Tiziano Ferro andJovanotti; the footballers TottiMaterazzi and Zanetti; the rugby player Castrogiovanni; the star chef Carlo Cracco; the Real Madrid coach Jose Mourinho and the actress Sharon Stone.
Thanks to the social networks shares and all the media coverage, the campaign reached almost 30 million people, half of the italian population. And donations were up 700%, compared to Coordown’s previous fundraising campaign.

Advertising Agency: Saatchi & Saatchi, Italy
Creative Directors: Alessandro Orlandi, Luca Lorenzini, Luca Pannese
Art Director: Luca Pannese
Copywriter: Luca Lorenzini
Social Network specialist: Flavia Pipola
Head of Interactive Production: Silvio Coco
Web Developer: Dario Cataldi
Producer: Erica Lora-Lamia
Head of TV: Raffaella Scarpetti
Editor: Fulvio Rossetti
Social Media Partner: Ambito 5
Website development: Logicweb
Partners: Top Digital, Flipper Music, Luca Bottale, H-Films, Getty Images, Google, Akita
Year: 2013


Ceres Beer – #ivoteanyway (How a beer did what the government could not do)

I’m an Executive Creative Director. And if you ask people who work with me,  they’ll tell you that when it comes to judging our own works, I’m always hypercritical. That’s why I’ve never posted here any campaign coming from my agency.

But today I’m pretty proud of this project, so I decided to share it. Hope you’ll like it like I do.

cerescannes

Election time is near and Italian politicians, the most aged in Europe, never miss an opportunity to show their distance from young people and their needs. For a bureaucratic obstacle, thousands of students who live outside the country (e.g. for the Erasmus program) will not be able to vote from abroad. Despite the calls of the European Union and the students’ protest, no one can solve the problem. Ceres, one of the most popular beers in Italy, decides to prove that these guys are better than those who represent them in parliament.

Our goals were to boost the brand awareness becoming the main supporters of the movement and to bring the problem to the attention of everyone, inspiring the conversation about the right to vote and the sense of responsibility of young Italians. We knew that it would have also improved the reputation of Ceres, a beer with a high alcohol content: we wanted to show everyone that the guys who love Ceres are responsible and mature people, that care for themselves and for their country’s future.

Ceres is a strong beer. It believes it’s always worth to take a position, to stand, even if it means making difficult or inconvenient choices. Even if maybe you won’t win. This is the essence of the brand, it is called “Inglorious Heroism”, and it is summed up by the pay-off  “The town needs heroes.” Students in Erasmus are real heroes in the midst of their quest to discover the world. These young heroes had been wronged and Ceres decided to help them to vote anyway. Italy is an old, tired country that needs the energy of young people. As the slogan of this operation says, “Italy needs of Heroes.”

ceres2

We contacted representatives of the students in major European cities. We told them we wanted to organize symbolic elections to make them vote anyway. We launched the twitter hash tag #iovotolostesso (#ivoteanyway), we sent groups in each city a kit with everything they needed to run and publicize the symbolic elections: facsimile ballots, ballot boxes, flyers and posters. We also sent them a few packs of beer to celebrate at the end. The kit also contained instructions on how to create video appeals that students would send us and would become part of a collective promo video. The video was posted on the web, the students used it to spread the word and we sent it to mainstream media.

More groups spontaneously joined in. The symbolic elections took place in 26 European cities on the same days of the Italian real elections. We sent the symbolic results to the media a few hours before the close of official polling stations.

ceres1

Results:

For the cause:

Thousands of students from 26 European cities joined the initiative. The protest achieved unprecedented visibility on all the national media: TV, newspapers magazines, radios, social media, news website and blogs. The operation opened a debate all around the country. #ivoteanyway became a tweet trend with more than 10.000 tweets in 10 days.

For the brand:

Brand search frequency on google: +470% in 10 days. Ceres was the most cited brand during the election week. People reached: 20 millions, one third of the italian population. Media investment: less than € 5,000.

Advertising Agency: Bcube, Milan
Executive Creative Director: Francesco Bozza
Creative Director: Sergio Spaccavento, Andrea Stanich
Creative Team: Sergio Spaccavento, Andrea Stanch, Alessandro Sciarpelletti, Silvia Savoia
Edit: Danilo Carlani, Alessio Dogana
Year: 2013


Sponsored Heroes

“Imagine if one day capitalism reaches the point, where the big brands starts to sponsor the superheroes. How would this influence their images?”

Being a superhero doesn’t seem to be a lucrative gig, but what if it was? Brands sponsor athletes and celebrities all the time, and with the increasing popularity of superheroes, it’s not all that shocking to think that The Incredible Hulk could one day be rocking a massive Monster logo across his chest.

Italian graphic designer Roberto Vergati Santos imagined many of our favorite superheroes sponsored by our favorite brands. The aptly titled ‘Sponsored Heroes’ series sees characters from both the Marvel and DC Comics universe, and includes all the members of The Avengers, Batman, Wolverine, and many more. Batman can be seen sporting a Nike suit of armor, while Iron Man has been stamped with the golden arches of McDonald’s,  and Captain America is seen holding a massive UPS shield. Check out some of the superheroes from the collection below.

IRON MAN – Sponsored by McDonald’s

0e13d343d3691ecc3d1d310f4a406940

af179dc84371ffc0fcd9ce98e9872813

e6c05da81bddb9908fe88771a172da28

d5ebb846329aa27491456bca20ea149f

HULK – Sponsored by Monster Energy

2d75a8e269bf580433a7eba9bd9a2903

9c0f26bec89d3ee14fa98dd07004753f

472506cb32eece4ee71d4d23c4f5d584

3083927e50eb8d4fd098eb29c642a3a0

WOLVERINE – Sponsored by Adidas

0062ef80fafe6f70c92d48d2c7adb989

b446410fac74df071338d99da7538341

BATMAN – Sponsored by Nike

cb2f13d9d98570fea5a6bc182fbdd221

e77ff519faef8d72f012be4d35931d13

7ae7800c618a9419289e315d23858cd8

81ab42a91fd4fe2a82467c3d807edbb7

df27e11626388682e62309982a707f2e

CAPTAIN AMERICA – Sponsored by UPS

f6edb60f8d7dcdbc62382d5b5849f086

FLASH – Sponsored by Red Bull

db3562ff1a6c2d75ca961feaa9fb6052

1c64c2b2552fd24a343e8aaedfb0d504

3fc0cba8967608954c80633797320202

b6e67c826f7bb88ccdd1097bcc304178

AVENGERS – Sponsored by Coca-Cola

9f4a64d8e5506192b3f920f25da56ff2-1

52ff142744256f2e18b0d1ec503be273

SILVER SURFER- Sponsored by Apple

a3a9d132597186a9510971c8c8ec4747

3c2c36faf44765455adf3409fbeb957d

8e92350a3f5d85231d482ed8a2b9c597

SUPERMAN – Sponsored by Giorgio Armani

d5d99411e46ea9dd416cbeefb711904b

066d8108dcf809460e5a63c3078957dc

IRON MAN (Sponsored by McDonald’s) vs CAPTAIN AMERICA (Sponsored by Burger King)

46fc45d1f4ef846e09dddd8c15251c57


Happy New Year Ads

Happy New Year from BRUSSELS AIRLINES

01

Happy New Year from DISCO SUPERMARKETS

02

Happy New Year from DURACELL

03

Happy New Year from DUREX

04

durex_01

Happy New Year from TMB (Metro de Barcelona)

06

Happy New Year from ALKA SELTZER

6a00d83451ccbc69e2010536a47060970c-400wi

Happy New Year from AUDI

almapbbdo-happy-new-year-small-42862

audi-new-year-ad-small-25095

Happy New Year from AXE

axe-deodorant-happy-new-year-small-86599

Happy New Year from BARILLA

barilla_happy_new-year_ad

Happy New Year from YES Tablet

fairyyes-happy-new-year-538x800

Happy New Year from MIKADO

mikado-advertising-566x800

Happy New Year from HONDA

 

happy-new-year-message-champagne-small-39581

Happy New Year from BMW

new-year-message-happy-new-year-small-82488

Happy New Year from O.B.

ob-happy-new-year-girls-500x800