THE KING

TitleTHE KING
BrandGRUPPO PERONI
Product/ServiceNASTRO AZZURRO ZERO
Category A04. Production Design / Art Direction
Entrant SAATCHI & SAATCHI Milan, ITALY
Idea Creation SAATCHI & SAATCHI Milan, ITALY
Production THINK CATTLEYA Rome, ITALY
Credits
Name Company Position
Manuel Musilli Saatchi & Saatchi Executive Creative Director
Leonardo Cotti Saatchi & Saatchi Associate Creative Director
Ignazio Morello Saatchi & Saatchi Associate Creative Director
Camilla Pollice Saatchi & Saatchi Chief Executive Officer
Lucia Lafuenti Saatchi & Saatchi Client Service Director
Carolina Cenci Saatchi & Saatchi Account Director
Debora Mazzarella Saatchi & Saatchi Account Junior
Fabio Rodighiero Saatchi & Saatchi Head of Strategy
Martino Benvenuti Think Cattleya Executive Producer & General Manager
Marta Ansaldi Think Cattleya Producer
Alessandro De Leo .. Director
Emanuele Zarlenga .. Director of Photography
Marcello Saurino .. Editor
Matteo De Marinis .. Music
Raffaella Scarpetti Prodigious Head of Production TV
Lavinia Confortini Prodigious TV Producer
Francesca Bandelli Gruppo Peroni Nastro Azzurro Marketing Director
Dario Giulitti Gruppo Peroni Nastro Azzurro Marketing Manager
Giulio Carucci Gruppo Peroni Nastro Azzurro Brand Manager

Write a short summary of what happens in the film

In the TVC, we see a ruler of a fantasy kingdom whose thirst cannot be satisfied by his reverent subjects, who strive to offer him new and unusual drinks. The king is never happy because he has already tasted everything that has been offered to him. The dissatisfied and despot king changes his attitude when a boy, wearing cool and modern clothes, enters the scene riding a hoverboard and amazes the court by offering the king something never tasted before: a Nastro Azzurro Zero. A sip of the new zero alcohol beer, but with the same dry and refreshing taste of Nastro Azzurro, is enough to finally satisfy the king's thirst.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

We created a world of royal nobility without specific connotations of time. References to the ruffs of Victorian England and the precious leather of the medieval Viking nobility are mixed in the amalgam of the look. We can also find references to the paintings of the Spanish court designed by Velasquez and echoes of the Venetian travelers of the 1500s. The design work was done starting from a scrupulous study of the sketches and then moving on to a philological study of fabrics and materials, up to the final prototyping stage with the help of Massimo Cantini Parrini, nominated for an Oscar in 2021 for the costumes of the movie Pinocchio. The work was a great crafting and invention challenge, which lasted weeks, with a team of specialists and creatives, who put together the Italian skills of the tailoring tradition and imaginary suggestions.