A CLASSIC HORROR STORY

TitleA CLASSIC HORROR STORY
BrandNETFLIX ITALY
Product/ServiceA CLASSIC HORROR STORY
Category D05. Interactive / Immersive Experiences
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
Name Company Position
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.

Write a short summary of the ambient work.

Horror movie fans enjoy the thrill of terror whilst knowing they are safe because it’s all fiction. But at the same time their deepest darkest fear is that it could happen for real. That’s why we made a Classic Horror prank. How? We brought fear into the streets of Milan thanks to a 10-meter digital billboard fitted with motion detection and made a mysterious cloaked figure stalk passersby, following them like a shadow. Just when people think the experience is purely digital and they start to feel safe, a real-life demon appears from the side of the screen to scare them.