Title	DRUGS
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

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.