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

Name	Company	Position
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.