Short List
Category C05. Co-creation & User Generated Content
Media Placement REPRISE MEDIA Milan, ITALY
Production 3 NOHUP Milan, ITALY
Additional Company MRM/McCANN Milan, ITALY
Name Company Position
Alessandro Sabini MCCANN Italy Chief Creative Officer
Eoin Sherry MCCANN Italy Creative Director - Art Director
Fernando Dominguez MCCANN Italy Creative Director - Copywriter
Giorgia Raffaelli MRM//MCCANN Art Director
Andrea Piovesana MCCANN Italy Copywriter
Helena Pinillos MCCANN Italy Graphic Designer
Donatella Bizzari MCCANN Italy Account Director
Alessandro Mazzarisi MCCANN Italy Account Executive
Michele Virgilio MCCANN Italy Head of Production
Martina Ferdinandi MCCANN Italy Producer
Joana Skiavini Think Cattleya Director

Why is this work relevant for Direct?

Throughout a simple call to action, we targeted a whole country and were extraordinarily successful.


There are more than 25.000 NGOs in ltaly. This fact makes fundraising a hard task especially when the beneficiary is a minor group (besides the 1000 new ALS cases that are diagnosed every year in the country). We needed to come out with an idea that made people aware of the problem, to start a conversation so they would eventually make a donation out of their own free will.

Describe the creative idea

We launched "Voice of Voices", a nationwide project which asked tor a word from every ltalian to fulfill the ambitious task of completing the dictionary. lt was a very symbolic gesture, as losing the voice is one of the CONSEQUENECES symptoms a patient of ALS suffers from. But it was very useful too, as to donate a word they had to download the 2€ app previously.

Describe the strategy

lnstead of just asking people tor money, we tound a more appealing solution: to ask them tor their voice. We wanted to mobilize the whole country, in arder to do that, we needed to make them ali feel useful. So we made them conscious that every word counted, no matter age or sex. We awaked it in them the wish to participate, to be part of something bigger.

Describe the execution

The campaign was published throughout a social experiment, an online video hosted by Youtube and Nemo's Facebook. Where showed in it the importance of a single word, and we eventually invited the audience to download the app. At the same time,we launched a website which was the core of the project, as itcontained ali the words that were being donated, so you could not only listen to the one you had donated, but also to perceive how the universe of words was evolving.

List the results

An audio file with more than 3000 different words.More than 500.000 total views in the first week without any media investment. More than 100 million organic impressions.75 million euros earned media. Free National coverage in all media. TV, Radio, and online press. Ranked the most downloaded app in ltaly.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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