| Title | SAVORING THE BEAUTY |
| Brand | FERRERO |
| Product/Service | FERRERO ROCHER |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
GEOMETRY GLOBAL Milan, ITALY
|
|
Contributing Company
|
GEOMETRY GLOBAL Milan, ITALY
|
Credits
| Roberto Ongaro |
Geometry Global |
Production Manager/Artistic Direction |
| Alessandra Baldini |
Geometry Global |
Production Manager/Artistic Direction |
| Marco Bonzanini |
Zero Lab |
Director |
| Pietro Grandi |
Zero Lab |
Visual Art Designer |
| Antonio D'ambrosio |
Disk To Disk |
Music |
| Benedetta Marazzi |
Geometry Global |
Creative Supervisor |
| Fabio Daltilia |
Geometry Global |
Head Of Art Director |
| Alberto Cancian |
Geometry Global |
Junior Art Director |
| Daniela Donati |
Geometry Global |
Senior Copywriter |
| Stefano Romanazzi |
Geometry Global |
Account Director |
| Sandra Scoccimarro |
Geometry Global |
Production Coordinator |
| Rochelle Taino |
Geometry Global |
Production Secretary |
| Michele E Stefano Duchi |
Giochi Di Luce |
Video/Lights |
The Campaign
In Italy the Branded Entertaiment is conveyed in traditional media and unconventional as for all European countries, without particular restrictions. The only drawback is that Italians are increasingly critical of advertising and have an attitude increasingly self-referential.
Results
BRIEF:
Promote the new Ferrero Rocher claim, “Savoring the Beauty”, by shifting the values of goodness and beauty of a traditional and contemporary Italian product, in a Christmas enchanting event able to win people's gaze and taste (as TV spot says)
INSIGHT:
Italy is a country full of beauty.
But somehow, Italians are losing their ability to appreciate it.
Maybe because they are too worried about their own beauty.
That’s why we invited Italians rediscover the beauty around them.
IDEA:
The campaign consists in a free and accessible event, in collaboration with Comune di Milano: nightly spectacle of lights and sounds, specially designed for the facade of the Palazzo Reale in Piazza Duomo in Milano, available every night during the Xmas holidays, by all the citizens of Milan and the Italian people online, thanks to streaming web app.
CONTENTS:
The show, consisting of 3 acts and 15 minute replicated during the evening, opens with:
1 - an interactive projection open to the contributions of the spectators: the participants took part in the event by sending Christmas greetings by sms or through a web app, accessible through a QR code, located in Piazza Duomo, that hijacked the device on a platform, in which it was possible to send messages and post them on social networks personally.
2 - a visual projection and sound that tells the story of the Royal Palace, from it’s birth until today. 900 years told through symbolic imagery and realistic, sound effects, synthetic and explanatory introductions, able to reconstruct the spectacle of a single building and icon of the architectural beauties of Milan.
3 - multi-sensory work of art and a live performance, that has the signature of Marco Nereo Rotelli, an international, famous light artist. Rotelli, has created the opportunity for a light installation with great visual impact, based on the poetry Beauty that the great poet Mario Luzi gave him autographed on the occasion of the Venice Biennale of Visual Art, to make it work.
The audience has benefited of the content, in a new way, through a show! With lights, sounds and images designed specifically to make a real beauty, the Royal Palace, in the center of communication, sponsored by Ferrero Rocher.
People could also participate sending greetings by SMS or via a WEB APP.
In the end, Italians had a taste of the beauty around them and they loved it.
3.000.000 spectators.
40.000 impressions online.
3.725 greetings sent.
The news about the event hit the most important Italian newspapers. And the principal Italian news reports.
But this is just the beginning, because there is a lots of beauty in Italy and we will continue inviting people to taste it in different and spectacular ways.