Title | PETS4PETS PROJECT |
Brand | WWF ITALY |
Product/Service | WWF |
Category |
A10. INTEGRATED CONTENT CAMPAIGN |
Entrant Company
|
LEO BURNETT Milan, ITALY
|
Contributing Company
|
LEO BURNETT Milan, ITALY
|
Production Company
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
Francesco Bozza/Alessandro Antonini |
LEO BURNETT CO. MILAN ITALY |
Executive Creative Directors |
Andrea Marzagalli |
LEO BURNETT CO. MILAN ITALY |
Associate Creative Director |
Andrea Stanich |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
Sergio Spaccavento |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
Paolo Boccardi |
LEO BURNETT CO. MILAN ITALY |
Digital Creative Director |
Alice Jasmine Crippa |
LEO BURNETT CO. MILAN ITALY |
Copywriter |
Serena Micieli |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
Silvia Savoia |
LEO BURNETT CO. MILAN ITALY |
Creative Team |
The Campaign
In Italy branded content is mostly based on creating small documentaries or tvshow on satellite channels like SKY. At the same time the web gives a lot of opportunities because of its low budget. So brands in these days are more and more moving toward the use of internet like miniseries or dedicated websites.
Results
We went to school, we thaught little kids how the advertising world works and we gave them a brief. We attended the ideas presentation and we collected those who were easy to produce. We then turned 80 kids into creative directors making them interact and work directly with directors, photographers and illustrators creating and realizing their campaigns.
The first audience were drawn to the content because they were the actors into this branded content. They were those who attended and created the content itself. In addiction to that a facebook campaign was created to gather a broader target.
The client often organizes meetings and speech with the specific target in order to promote the protection of the nature. In this case we made the target directly involved into this project making them feel important.