| Title | THE BOARD OF PEACE |
| Brand | FIORUCCI FOOD |
| Product/Service | COLD CUTS |
| Category |
A05. Use of Ambient Media: Small Scale |
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Entrant Company
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McCANN WORLDGROUP Milan, ITALY
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Advertising Agency
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McCANN WORLDGROUP Milan, ITALY
|
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Production Company
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MOVIE MAGIC INTERNATIONAL Milan, ITALY
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Production Company 2
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UNIT9 London, UNITED KINGDOM
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Credits
| Alessandro Sabini |
Mccann Worldgroup |
Chief Creative Officer |
| Gaetano Del Pizzo |
Mccann Worldgroup |
Creative Director |
| Gaston Guetmonovitch |
Mccann Worldgroup |
Creative Director |
| Alessandro Sciortino |
Mccann Worldgroup |
Creative Director |
| Curro Piqueras |
Mccann Worldgroup |
Copywriter |
| Eoin Sherry |
Mccann Worldgroup |
Art Director |
| Michele Virgilio |
Mccann Worldgroup |
Agency Producer |
| Alessandro Laudati |
Mccann Worldgroup |
Account Executive |
| Debora Magnavacca |
Movie Magic |
Executive Producer |
| Alessia Sala |
Movie Magic |
Producer |
| Gigi Cassano |
Movie Magic |
Director |
| Marco Graziaplena |
Movie Magic |
Dop Lighting Cameraman |
| Paolo Forestale |
Indipendent |
Editor |
| Francesco Bernabei |
Unit9 |
Executive Producer |
| Martin Jowers |
Unit9 |
Project Manager |
| Jaime Lobera |
Campo Frio |
Corporate Senior Vice President Business/Customer Development |
| Michele Fochi |
Fiorucci Food |
Marketing/Customer Shopper Marketing Director |
| Lorenzo Lazzari |
Movie Magic |
Scenografo |
Brief Explanation
Fiorucci is a well known brand for retailers (bars and restaurant), but not for the general public. That's why we took the chance to communicate the brand to people using those bars in which they often go and never got to know that it was Fiorucci what they were eating. By introducing the Board of Peace in restaurants we got a relevant place on every table and got be meaningful for people on their meals. And a funny partner for them.
Results and Effectiveness
The Board was distributed to more than 100 restaurants in Italy, reaching approximately 16.000 people directly on the table. It generated high engagement among restaurants clients and without being able to quantify yet with a specific number yet, we know that sales were raised.
Creative Execution
The Board of Peace was simply taken to the customers (bars&restaurants) were Fiorucci was served and with the suggestion of using it to serve our product, also using some promotional deals. Apart from restaurants, a promotional video was created to announce that the board was going to be at bars&restaurants so that people would go and ask the restaurant for Fiorucci "Salumi".
Insights, Strategy and the Idea
Fiorucci is a well known brand for retailers (bars and restaurant), but not for the general public. That's why we took the chance to communicate the brand to people using those bars in which they often go and never got to know that it was Fiorucci what they were eating. By introducing the Board of Peace in restaurants we got a relevant place on every table and got be meaningful for people on their meals. And a funny partner for them.