Title	LA MOUCHE D'OR
Brand	DISCOVERY CHANNEL ITALIA
Product/Service	NETWORKS & PROGRAMMES
Category	A05. Media & Publications
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
Production	BEDESCHI FILM Milan, ITALY

Name	Company	Position
Francesco Bozza / Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Marco Viganò	Leo Burnett Company Srl	Creative Director
Luca Ghilino	Leo Burnett Company Srl	Art Director
Giuseppe Pavone	Leo Burnett Company Srl	Copywriter
Gaia Fusaro	Leo Burnett Company Srl	Agency Producer

The Campaign

To demonstrate that even the worst restaurant can become excellent, we have decided to enhance the gastronomic experience for those who eat worst in the universe: the flies. For this reason we created “La Mouche D’Or” (The Golden Fly), the world’s first gourmet restaurant for flies.

Campaign Success

We built a real gourmet micro restaurant. A refined and elegant restaurant, with 4 tables of 6cm, set up with silver cutlery, mini bottles of champagne and dishes of 2 cm prepared by a team of chefs. At the end we also made flies enter this restaurant, letting them eat dishes such as tuna tartare, risotto with caviar, sea bass, mini crepe as a dessert instead of shit.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign has been watched by more than 2millions of Italians on social networks, generating € 170.000 in free media. Kitchen Nightmares has become the most viewed show ever on Channel Nove.

Explain why the method of promotion was most relevant to the product or service

Kitchen Nightmares is an international tv format that improves both the food and the furnishings in the worst restaurants. To demonstrate that even the worst restaurant can become excellent, we have decided to enhance the gastronomic experience for those who eat worst in the universe: flies. For this reason we created “La Mouche D’Or” (The Golden Fly), the world’s first gourmet restaurant for flies. With this experiment we created a video and the promo of the tv program. The video has been watched by more than 2millions people on social media, generating € 170.000 in free media.

Our strategy consists on demonstrate how creatures that eat shit can also eat haute cuisine dishes thanks to Kitchen Nightmares. An experiment that involved chef, interior designers end entomologists. The experiment has been filmed to become the promo of the tv program and a video posted on Channel Nove Facebook page in order to attract a specific target (males\females 20-40 y.o.) who generally doesn’t watch this TV channel.