Winners & Shortlists

THE GREAT ESCAPE

TitleTHE GREAT ESCAPE
BrandSIGMA TAU
Product/ServiceYOVIS VIAGGIO
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company BEDESCHI FILM Milan, ITALY
Advertising Agency PUBLICIS MODEM Milan, ITALY
Media Agency MEC Rome, ITALY
Production Company BEDESCHI FILM Milan, ITALY
Credits
Name Company Position
Giovanni Bedeschi Bedeschifilm Owner And Director
Federico Salvi Bedeschifilm Executive Producer
Claudio Gallinella Director
Fabrizio Squeo Editor
Silvia Ventimiglia Scenographer
Bruno Bertelli Publicis Modem Italy Creative Director
Cristiana Boccassini Publicis Modem Italy Creative Director
Alessandro Candito Publicis Modem Italy Creative Supervisor And Art Director
Paolo Bartalucci Publicis Modem Italy Creative Supervisor And Copywriter
Federica Fragapane Publicis Modem Italy Account Supervisor
Mattia Orso Mangano Publicis Modem Italy Strategic Planner
Monica Rossi Publicis Modem Italy Agency Producer
Luana Strafile Publicis Modem Italy Agency Producer
Silvia Brunelli Sigma Tau Group Product Manager
Andrea Diliddo Graphic Designer

The Brief

Yovis Viaggio was launched to educate the target audience about how underrated a disease such as traveler's diarrhea is. The launch took place during the Christmast holidays, when Italians travel to warm, tropical, and exotic countries. Make consumers undertand that every holiday can be fantastic, provided you’ve taken the correct precautions. The insight was that a a vacation without precaution is lost.

Creative Execution

Thanks to the buzz generated by our ambient, Yovis Viaggio was immediately linked to the disease/problem. The link between the traveler and traveler's diarrhea has become indissoluble, establishing a direct relationship with the target that did not exist before.

Describe the creative solution to the brief/objective.

We have created an ambient / live stunt in the toilets of the largest international Italian airport. A trap organized to educate travellers before their departure.

Results

The campaign has been shared around the world through travel, health, and current events blogs. The results were outstanding: + 334% traffic to the website,+ 156% sales, + 35,7% CTR, + 53,5% market share, media impression: 7.000.000.