BRAS

Short List
TitleBRAS
BrandWEB MAGAZINE MAKERS
Product/ServiceROLLING STONE ITALIA
Category E03. Print & Publishing
Entrant VMLY&R ITALY Milan, ITALY
Idea Creation VMLY&R ITALY Milan, ITALY
Media Placement WEB MAGAZINE MAKERS PUBLISHER OF ROLLING STONE ITALIA Milan, ITALY
Production MOVIE MAGIC INTERNATIONAL Milan, ITALY
Production 2 GOOD PEOPLE FILMS Cairo, EGYPT
Post Production OPERA MUSIC Milan, ITALY
Credits
Name Company Position
Francesco Andrea Poletti VMLYR Chief Creative Officer
Nicoletta Zanterino VMLYR Creative Director
Cinzia Caccia VMLYR Creative Director
Riccardo Baita VMLYR Copywriter
Cinzia Caccia VMLYR Art Director
Lorenzo Croci VMLYR Art Director
Barbara Ruscio-Levi VMLYR Business Development Director
Alessandro Giberti Web Magazine Makers licenziatario Rolling Stone per l’Italia Editor-in-Chief Rolling Stone Italia
Matteo Berciga Web Magazine Makers licenziatario Rolling Stone per l’Italia Business Development Manager
Veronica Dolce Web Magazine Makers licenziatario Rolling Stone per l’Italia Marketing Manager
Ali Ali Good People Film Director
Giorgio Borghi Movie Magic International Partner/Executive Producer
Anna Lisa De Maria Movie Magic International Executive Producer
Sarah Touma Good People Film Executive Producer
Alessandro Naboni Movie Magic International Producer
Veta Chatzioannou Good People Film Producer
Pierre Mouarkesh Good People Film DOP

Cultural / Context information for the jury

Italy was the first European country to be hard hit by COVID-19 and is among the countries that have suffered the most serious consequences from the pandemic.In 2020 and 2021, the pandemic shut schools and work places, throwing family life into chaos with responsibility falling mostly on mothers. According to data, in fact, Italian women carry out about 70% of child care work in families and 56% of housework: the pandemic outbreak has had very serious consequences on women who have found themselves managing, basically on their own, children’s care and distance learning, remote working and home chores. All at same time, in the same place.

Tell the jury about the copywriting.

We listened to the shout of rebellion from mothers all over the world, and turned it into an international integrated campaign developed through a video manifesto, a copyad campaign and a social activation. “Rockin’ Mamas” describes mothers’ everyday life enlightening the parallel to the life of a rock star - waking up fully dressed, having to get back onto stage, performing all night long. Every piece of the campaign is very real, raw, human, exposing everything - emotions, puke, ugliness, beauty: all women starred in the campaign are in fact real mothers.