| Title | A CLASSIC HORROR STORY |
| Brand | NETFLIX ITALY |
| Product/Service | A CLASSIC HORROR STORY |
| Category |
C02. Interactive / Dynamic Digital Screens |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Production
|
BALICH WORLDWIDE SHOWS Milan, ITALY
|
|
Production 2
|
Balich Wonder Studio MILAN, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Global CCO Publicis WW |
| Cristiana Boccassini |
Publicis Italy |
CCO Publicis Italy |
| Michele Picci |
Publicis Italy |
Executive Creative Director |
| Alessandro Candito |
Publicis Italy |
Creative Director |
| Dario Citriniti |
Publicis Italy |
Associate Creative Director/Art Director |
| Anita Merlin |
Publicis Italy |
Senior Copywriter |
| Mauro Mazzei |
Publicis Italy |
Head of Creative Technology |
| Andrea Battista |
Publicis Italy |
Data Strategist |
| Ilaria Lorenzetti |
Publicis Italy |
Client Service Director |
| Mirko De Martini |
Publicis Italy |
Account Manager |
| Flaminia Costanzi |
Publicis Italy |
Junior Account |
| Federico Guidera |
Publicis Italy |
Senior Social Media Manager |
| Nicolò Pavin |
Publicis Italy |
Social Art Director |
| Mattia Pavin |
Publicis Italy |
Social Copywriter |
| Vittorio Cafiero |
Publicis Italy |
Senior Project Manager |
| Francesca Zazzera |
Publicis Italy |
Head of Production |
| Simona Chiarello Ciardo |
Publicis Italy |
Producer |
| Martina Mozzillo |
Publicis Italy |
Junior Producer |
| Nic Bello |
Balich Wonder Studio |
Director |
Cultural / Context information for the jury
Summer is typically when horror films are released in cinemas. And this summer, Netflix decided to launch A Classic Horror Story; an all-Italian film that plays homage to the great classics of the genre. As the title suggests, the film is filled with classic horror clichés – a car won’t start, a dead cell phone, a dark house and many more.
But how could we engage an even wider audience into the world of horror films?
By creating something that could intrigue even those who aren’t horror fans. To launch the film in Italy, we had to make people experience the fear of the film in real life.
Tell the jury about the interactive / dynamic component of the work.
With a perfect mix of new technology and an old horror trick, we brought the fear to the streets of Milan. People walking in front of the digital billboard were followed by a monster that appeared on the 10m LED screen with motion capture sensors. Pedestrians could interact with the monster by walking back and forth in front the screen thanks to three depth cameras mounted on the top of the construction and thanks to a blob recognition algorithm that was able to recognize the distance and the direction of every single person. The analog part of the digital billboard were the hidden monsters on the sides of the screen that popped out of the structure to scare people who thought the experience was over when they were playing with the digital monster.