Title | THE KING |
Brand | GRUPPO PERONI |
Product/Service | NASTRO 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
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.