THE KISS OF DANTE AND BEATRICE
| Title | THE KISS OF DANTE AND BEATRICE |
| Brand | UNILEVER |
| Product/Service | MAGNUM |
| Category |
C03. Exhibitions / Installations |
|
Entrant
|
LOLA MULLENLOWE Madrid, SPAIN
|
|
Idea Creation
|
LOLA MULLENLOWE Madrid, SPAIN
|
Credits
| Julien Barraux |
Unilever |
Global Brand Vice President, Magnum |
| Ben Curtis |
Unilever |
Global Brand Director, Magnum |
| Eleonora Acierno |
Unilever |
Brand Director, Magnum Italy |
| Giulia Sanna |
Unilever |
Brand Manager, Magnum Italy |
| Tomas Ostiglia |
LOLA-MullenLowe |
Executive Creative Director |
| Tom Elliston |
Lola-MullenLowe |
Managing Director |
| Jorge Zacher |
Lola-MullenLowe |
Creative Director |
| Kevin Cabuli |
Lola-MullenLowe |
Creative Director |
| Manuel Castillo |
Lola-MullenLowe |
Associate Creative Director |
| Yan Graller de Oliveira |
Lola-MullenLowe |
Art Director |
| Manuel Castillo |
Lola-MullenLowe |
Copywriter |
| Enrique Torguet |
Lola-MullenLowe |
Copywriter |
| Bruna Bonzato |
Freelance |
Digital Copywriter |
| Flora Bell |
Lola-MullenLowe |
Global Account Director |
| Oscar Fernandez-Baca |
Lola-MullenLowe |
Global Account Director |
| Mar Roig |
LOLA-MullenLowe |
Account Supervisor |
| Felipe Calviño |
Lola-MullenLowe |
Head of Production: |
| Jorge Saade |
Lola-MullenLowe |
Producer |
| LANDIA Production House |
LANDIA |
Production Company |
| Nico Cabuche |
LANDIA |
Executive Producer |
| Alberto López |
LANDIA |
Producer |
| Maxi Blanco |
Landia |
Director production |
| Big Sync Music |
Big Sync |
Music Partner |
| LANDIA Production House |
LANDIA |
Post-Production |
| Golin Italy |
PR Agency |
PR Agency |
| Xister * |
Digital Agency |
Digital Agency |
| Apload * |
Activation Agency |
Activation Agency |
| Mindshare * |
Mindshare |
Media Agency |
Why is this work relevant for Brand Experience & Activation?
Because it is a brand activation that is new. It is the creation of a work of art with cultural interest and with enough relevance to become something that people want to visit and contemplate.
It's a new way of relating to the brand through culture and art but ultimately communicating what Magnum always communicates: True to pleasure.
In addition, all this culminates with the painting exhibited in a renowned museum such as the Scuderie del Quirinale. In short, art lovers watching an ad in the form of a painting that shares space with works by Caravaggio, Bernini or Botticelli.
Background
Magnum Italy was going to launch for Dante’s 700th death anniversary an ice cream line based on his most important piece: The Divine Comedy. Therefore, besides a campaign that promoted their newly made ice creams, the brand wanted to honor the great writer and contribute to Italian culture. Hence, they built everything around the brand positioning: pleasure.
With this piece the brand was looking for local and international press recognition. Moreover, it was also crucial to make a great exit on Dante’s anniversary in which the brand had been involved the whole year with the launching of their ice creams.
Describe the creative idea (20% of vote)
700 hundred years ago the greatest referent on Italian literature, Dante Alighieri, fell in love with Beatrice Portinari. Ever since then, Beatrice became his muse, guiding him in his most important piece “The Divine Comedy”. Unfortunately, that love never came to life. Until today.
700 years after, Magnum and Roberto Ferri, the pope’s portraitist, created an artwork showing the kiss that Beatrice and Dante never had.
Describe the strategy (20% of vote)
Due to Dante’s relevance in Italian culture, the target was the whole Italian society and media.
To make such achievement, it was crucial to partner with the greatest referent from Italian renaissance of the moment. Along being backed by Dante Alighieri’s official Society.
Describe the execution (30% of vote)
In a work that took more than two months, the artist investigated, sketched and portrayed the work with the same techniques that were used thousands of years ago.
The painting was presented and exhibited in Palazzo Firenze de Roma, official headquarters of Dante Alighieri’s Society. As well as in a digital exhibition, in which everyone could discover all the secrets behind it.
For a month, people could physically visit the portrait. Subsequently, they will be able to do it in April at the prestigious Italian museum Scuderie del Quirinale.
List the results (30% of vote)
The play thrilled all Italy: more than 12.000 people went to visit this historic event and the painting got to the heart of more than 60 million people.
The campaign obtained 98% of positive feelings and became the most successful one in Magnum Italia.
Furthermore, a great number of national and international media spread the news and after this repercussion the prestigious museum of Scuderie del Quirinale wanted to exhibit the painting. It will remain there, displayed along with other works of great painters like Caravaggio, Bernini or Botticelli.