Title | SLEEPLESS NIGHTS |
Brand | WEB MAGAZINE MAKERS |
Product/Service | ROLLING 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
Francesco Andrea Poletti |
VMLYR |
Chief Creative Officer |
Nicoletta Zanterino |
VMLYR |
Creative Director |
Cinzia Caccia |
VMLYR |
Creative Director |
Riccardo Baita |
VMLYR |
Copywriter |
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.