Category A09. Media / Entertainment
Idea Creation WE ARE SOCIAL Milan, ITALY
Idea Creation 2 WE ARE SOCIAL Milan, ITALY
Production WE ARE SOCIAL Milan, ITALY
Production 2 WE ARE SOCIAL Milan, ITALY
Name Company Position
Alessandro Sciarpelletti We Are Social Creative Director
Daniele Piazza We Are Social Creative Production Director
Paulo Gonzalez We Are Social Assoc Creative Director
Stefano Cucinotta We Are Social Creative Supervisor
Francesca Marra We Are Social Creative
Alberto Monti We Are Social Senior Art Director
Luigi Muraro We Are Social Junior Art Director
Benedetta Ottonello We Are Social Senior Account Executive
Miguel Lima We Are Social Senior Account Director
Paola Tonetti We Are Social Senior Account Manager
Andrea Grieco We Are Social Content Specialist
Raffaele Alicino We Are Social Junior Content Specialist
Rocco Brandini We Are Social Junior Content Specialist
Jacopo Rossi We Are Social Writer

Why is this work relevant for Media?

This project used a media highly used by the target, and hacked it to launch the new Discovery TV show. We worked on similar contexts of both the media – a social carpooling app – and the TV program and bring the two together in an innovative and original way, to make the show even more relevant to people.


DMAX launches the first season of “Camionisti in Trattoria” (Truckdrivers in Trattorias), a TV show dedicated to what truck drivers do best: driving and spotting the most genuine restaurants of Italy.

Describe the creative idea/insights

In collaboration with BlaBlaCar, the most famous carpooling app in the world, we offered – for the first time ever – an unusual ride in a truck and a special lunch in an Italian trattoria.

Describe the strategy

We partnered with the most used carpooling app in Italy transforming it into an app for trucks for the very first time. This brought the brand new TV show about truck drivers closer to people and created buzz around the new app's feature.

Describe the execution

Beppe, the most iconic truck driver of the show, invited people to apply on the BlaBlaCar app to be his passenger. In only two days, more than 800 people applied but only one special person received a trip from Milan to Verona along with an unforgettable lunch.

List the results

+1.2M reach (social) + 800 candidates (in 48 hours) 4,67% share (first episode)