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Boxer’s Igor Borghi Talks Banking

04/10/2012
Production Company
Los Angeles, USA
58
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With Woodstock hippies for ING Direct…

 

Los Angeles-based Boxer Films director Igor Borghi imagines a more fiscally-concerned Woodstock in the nostalgic new :30 “Woodstock” for ING Direct out of Leo Burnett, Milan. Produced by Milan-based Mercurio Cinematografica for the Italian market, the spot features archival footage from the mind-altering 1969 music festival and a man standing before the crowd of foggy revellers dispensing banking advice. 
 
Borghi manages the seamless intercutting of actual Woodstock footage and present-day green screen material by utilizing an aged 16mm aesthetic. 
 
'Woodstock' opens on festival footage: hippies twirl in front of multi-coloured buses, music lovers entranced by rock legends. Between sets, an Italian man named Marco seizes the onstage microphone: “Don’t hold back. Always ask yourself why? Why do you have to pay bank fees? With ING Direct, I don’t!” he says to much long-haired applause. Encouraged, Marco declares: “It’s a small step, but this is how it starts!” Continued twirling ensues as a super appears” “Take part in the change”, followed by ING Direct Orange Bank Account information and the ING Direct logo closing out the spot. 
 
 
Credits
 
CLIENT: ING Direct
TITLE: “Woodstock” :30
AGENCY: Leo Burnett, Milan
EXECUTIVE CREATIVE DIRECTOR: Paolo Dematteis
EXECUTIVE CREATIVE DIRECTOR: Riccardo Robiglio
CREATIVE DIRECTOR: Michele Sechi
COPYWRITER: Claudia Buccheri
COPYWRITER: Giovanni Salvaggio
ART DIRECTOR: Diego Mendozza
ART DIRECTOR: Cristina Terrone
PRODUCTION: Mercurio Cinematografica, Milan
DIRECTOR: Igor Borghi
DIRECTOR OF PHOTOGRAPHY: Manfredo Archinto
PRODUCER: Danielle Jou Jou
EXECUTIVE PRODUCER: Francesco Pistorio
POST PRODUCTION: You Are Milan
EDITOR: Romina Bagatin
 
Credits
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