ARISTON COMFORT CHALLENGE
| Title | ARISTON COMFORT CHALLENGE |
| Brand | ARISTON THERMO |
| Product/Service | HEATING SYSTEM |
| Category |
A02. TV & VOD: Fiction & Non-Fiction |
|
Entrant
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INDIANA PRODUCTION COMPANY Milan, ITALY
|
|
Idea Creation
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INDIANA PRODUCTION COMPANY Milan, ITALY
|
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Idea Creation 2
|
J. WALTER THOMPSON ITALY Milan, ITALY
|
|
Production
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INDIANA PRODUCTION COMPANY Milan, ITALY
|
|
Production 2
|
POST ATOMIC Milan, ITALY
|
|
Additional Company
|
SIZZER AMSTERDAM, THE NETHERLANDS
|
Credits
| Sergio Rodriguez |
JWT |
CEO & Chief Creative Officer |
| Antonio Di Battista |
JWT |
Creative Director |
| Cristiano Nardò |
JWT |
Associate Creative Director |
| Davide Di Napoli |
JWT |
Creative Supervisor |
| Cristina D'Anna |
JWT |
Creative Supervisor |
| Francesco Basile |
JWT |
Senior Art Director |
| Ugo Grasso |
Ugo Grasso |
Director In Charge & Talent Officer |
| Ester Pampari |
JWT |
Account Director |
| Martina Rastelli |
JWT |
Account Executive |
| Oyemi Akeko |
JWT |
Account Executive |
| Carlotta Asti |
JWT |
Strategic Planner |
| Marta Armando |
JWT |
TV Producer |
| Tobia Passigato |
Indiana Production S.p.A. |
Director |
| Karim Bartoletti |
Indiana Production S.p.A. |
Executive Producer |
| Vieri Nencini |
Indiana Production S.p.A. |
Producer |
| Alga Pastorelli |
Indiana Production S.p.A. |
Post Production Supervisor |
| Michael Bertoldini |
Sizzer |
Music Supervisor |
Why is this work relevant for Entertainment?
The Ariston Comfort Challenge. The story of an epic journey to build a safe comfort zone in the most uncomfortable place in the world: Greenland, where a team of scientists are working in extreme conditions to fight the effects of climate changes. A story that takes you into an incredible adventure shot in Disko Island, with an average temperature of -19°. The output is a 56 minutes documentary aired on Discovery, a channel for travels and adventures fanatics.
Background
Every year, an international team of researchers work in extreme conditions in Greenland to study the effects of climate change. However, the extreme Arctic frost forces them to stop. Ariston, the world leader in sustainable heating systems, launched an epic feat to build a comfortable shelter, in order to let such vital research go forward.
Describe the creative idea
An outdoor installation in one of the coldest places on Earth, created to bring comfort to scientists who gave up theirs, for the health of our planet.
Describe the strategy
A global campaign with the core in a branded content web series. Hosted on youtube and a dedicated website www.thearistoncomfortchallenge.com, the campaign explodes in several touch points such as print/outdoor, social media strategy on Facebook and Instagram, with the influence of a partner like Canon and his ambassador photographer on field, a TV documentary on Discovery Channel and TVC. A strategy aimed to bring people understand the brand effort for the most important theme of our century: climate change.
Describe the execution
We engineered a 58 sq m shelter on Disko Island in Greenland based on the home-shaped Ariston logo. After a worldwide recruitment program, we assigned the challenge of building such a structure to the three best Ariston installers, who came from from Russia, China and Italy. Together, they created a warm and comfortable research station that allows scientific research to move forward. A global integrated communication project, but most of all an installation devised to last at least 50 years, as a symbol of the Ariston effort for the future of the planet.
Describe the outcome
Campaign in progress. Data relative to period between August 2018 and October 2018.
Reach FB + China (Weibo+Wechat+Key Opinion leader plan): 57mio
Reach IG: 13k (global)
Discovery: 4,5 millions reach
Clicks (media): 5 million
Views (media): 184 million
Engagement FB + China (Weibo+Wechat+Key Opinion leader plan): 115k total