Hasta La Creative!

“Don’t Eat The First Thing That Comes To Hand. Because Hunger Can Catch You Unawares!”

Advertising Agency: Euro Rscg, Milan, Italy
Creative Directors: Erick Loi, Dario Villa
Art Director: Giulia Lavopa
Copywriter: Cristiana Lavagna
Illustrator: Antonio Sorrentino
Published: June 2009

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Advertising Agency: Publicis, Milan, Italy
Creative Directors: Luca Scotto di Carlo, Vincenzo Gasbarro
Art Director: Vincenzo Gasbarro
Copywriter: Luca Scotto di Carlo
Director: Vincenzo Gasbarro

“New Citroen C3 Picasso Spacebox. A compact car never felt so spacious. “

Advertising Agency: Euro RSCG, Milan, Italy
Creative Directors: Giovanni Porro, Luca Cinquepalmi, Marco Venturelli
Art Director: Luca Cinquepalmi
Copywriter: Marco Venturelli
Photographer: Alberto Callari
Illustrator: Cow Boys Evolution

The exclusive interview/book by Jann S. Wenner, on request with the July issue of Rolling Stone.

Advertising Agency: D’Adda, Lorenzini, Vigorelli, BBDO, Milan, Italy
Creative Directors: Federico Pepe, Stefania Siani
Art Director: Federico Pepe
Copywriter: Lorenzo Crespi

Advertising Agency: JWT, Milan, Italy
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli
Head of Art: Cristiana Boccassini
Art Director: Alessandro Agnellini
Copywriter: Davide Iacono
Account Executive: Giada Salerno
Photographer: Corbis
Illustrator: Manlio Truscia
Released: June 2009

Advertising Agency: DDB, Milan, Italy
Art Director: Ricard Valero
Copywriter: Alessandro Mian
Creative Director: Vicky Gitto
Photographer: FM Photographers

“All children should be allowed to be children.”

Advertising Agency: JWT, Milan, Italy
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli
Art Director: Stefano Carli Ballola
Copywriter: Cristiano Tonnarelli
Photographer: Zona 13

Advertising Agency: Lowe Pirella Fronzoni, Milan, Italy
Creative Director: Mauro Manieri
Art Director: Hilde Capra
Copywriter: Mauro Manieri

Advertising Agency: 1861 United, Milan, Italy
Executive Creative Directors: Pino Rozzi, Roberto Battaglia
Creative Directors: Francesco Poletti, Serena Di Bruno
Copywriter: Francesco Poletti
Art Director: Serena Di Bruno
Photographer: Joan Garrigosa

Advertising Agency: ARMANDO TESTA Turin, ITALY
Media Agency: MAXUS Milan, ITALY
Maurizio Sala Armando Testa Creative Director
Marco Faccio Testawebedv Creative Director
Nicola Lampugnani Armando Testa Copywriter
Francesco Milanesio Testawebedv Copywriter
Francesco Guerrera Armando Testa Art Director
Alessandro Pierobon Armando Testa Client Director
Ilaria Dogliotti Testawebedv Account Supervisor
Ilaria Radice Armando Testa Account
Loredana Ambrogi Armando Testa Account Supervisor

Results and Effectiveness:
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.

Creative Execution:
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.

Insights, Strategy and the Idea:
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.