Title	LONDON DIARIES CANDID CAMERA
Brand	VALENTINO
Product/Service	VALENTINO LONDON DIARIES CANDID CAMERA
Category	B07. Media & Publications
Entrant	REM RUINI E MARIOTTI Rome, ITALY
Idea Creation	REM RUINI E MARIOTTI Rome, ITALY

Name	Company	Position
riccardo ruini	REM	Creative Director

Brief Explanation

The Rockstud Spike holds all the values of the Maison Valentino: from the Italian handcraft to the desire of pushing past its traditions. The it-bag is the subject of a story telling project. The campaign has been developed under the creative direction of Riccardo Ruini, whom chooses London as the scenario to document the way in which the street-casted people wear the Rockstud Spike. The photographer Terry Richardson immortalizes the iconic parts of the city and its street contests. The idea behind the project is to portray the cosmopolitan life that is found in the British capital. The Rockstud isn’t an accessory meant to define an individual but is meant to express its own diversity. The campaign also includes a series of videos meant for social media, filmed by Terry Richardson, that through iconic and spontaneous portraits of young people wearing the bag; the versatile and eclectic side of the Rockstud collection is shown. For the first time a video project is carried out with candid cameras. “Expect the Unexpected” is the title of a series of ironic candids, filmed through the streets of London. In one of the videos, set in Brick Lane, people get curious about the “meow” sound of a fake cat hidden in the Rockstud.