Title | A CLASSIC HORROR STORY |
Brand | NETFLIX ITALY |
Product/Service | A 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
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.