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THE PROFITEERS

基本信息
行业: 食品
媒体:推广与活动
投放:意大利
语言:意大利语
风格: Minimalism
说明cnen
Results and Effectiveness
The activities were a part of a wider Media Plan that had the purpose to spread the campaign as much as possible as well as maximizing the talk about it. As a result, we obtained a PR coverage worth 1.2 million Euro, which translates into a ROI of +3,700%, reaching 14% of the Italian population both online and offline. On Social Media, this activity fed an editorial plan that was able to transform the campaign Facebook page in one of the most active political forum during elections, with a whopping 200% engagement rate peak.

Creative Execution
We organized guerrilla activities the week before the election aimed at drawing attention to the corruption issue and to maximize the effect of the TV commercial that was going to be aired on election day.

Guerrilla. We stuck thousands of mortadella slices with the line: 'Eat this pork too' on election posters.

Stunt. We sculpted two huge mortadellas, mounted them on three-wheeler vans with same message and drove them through Rome to two iconic targets: the Parliament and Government buildings.

Sampling. Near polling stations on Election Day we distributed slices of mortadella inside voting forms with the line 'Eat this pork too'.

Insights, Strategy and the Idea
Fiorucci is a cold cuts Brand that after years of silence needed a relaunch.
In Italy, corruption is a serious issue that affects politics as well as all aspects of public life; and it was the main topic during the 2013 national election campaign, after decades of Berlusconi.
As cold-cuts were often used in the past as a bribe, corrupted politicians are said 'to eat pork'; that’s why we decided that it was the right time for a campaign on corruption, featuring cold-cuts as a substitution for money.Our purpose was to underline Fiorucci’s irrestibility, while drawing attention to the critical issue of corruption.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
客户企划:
制作公司:
制片:
导演:
摄影指导:
剪辑:
音乐:
音效设计:
后期制作:
奖项
戛纳国际创意节 2013
铜奖 媒介应用
Best Use of Special Events and Stunt/Live Advertising
伦敦国际广告节 2013
铜奖 整合营销
Integration
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