I don't know if this is the perfect snapshot of the state of advertising in Italy right now, but it for sure represents a good selection of the variety of how we like to do this job. Strong insights, irony, good stories and everything made with excellent execution. In addition, a selection of five campaigns released around December (of which only one is a Christmas campaign) I think is a good result...
Netflix - 'Sounds Like a Good Story Is About to Start'
Agency: Publicis Italy x Le Pub
Production: Mercurio Cinematografica
Netflix doesn't usually do a lot of brand campaigns throughout the year, but when it happens, it does it in the most impactful and memorable way possible. This commercial, all played around the brand’s sound logo, was recently aired during the Sanremo Festival (our Super Bowl) and it immediately became a hit.
Enel X Pay - 'The Living Pool'
Agency & Production: DUDE
Family accounts can be a real pain in the arse and Enel X Pay is a new product that helps parents to manage them. With a negative approach, we just figured out how to take a classic 'distracted parents' situation to the extreme, and we brought every kid’s hidden dream to life.
Municipality of Milan - 'The City That Changes Your Christmas'
Agency: Wunderman Thompson Italy
Production: Movie Magic International
If you are an Italian agency, one of the coolest clients to work for is the municipality of Milan. This crazy story of Santa visiting Milan during the holidays to freshen up his look is just an example. Very different from the classic Christmas advertisements that you see around.
Emergency - 'Everyone Deserves a Future'
Agency: Ogilvy Italy
Production: The Family
Director: Igor Borghi
Every year in December, Ogilvy Italy and Emergency make a campaign that is also a wish for the year to come. This year, they decided to tell the consequences of the war through the story of a mother forced to make a difficult choice to give her daughter a future in a country affected by war. A powerful story well executed.
Bottega Veneta - 'Bottega fro Bottegas'
Agency: Publicis Italy
The same agency opens and closes this High Five - Publicis Italy, one of the best agencies in the world. This project is the only one from the selection that is not a commercial but a case history. It’s a very interesting project for Bottega Veneta and is an excellent example of how even fashion brands can do highly creative campaigns out of the usual canons of the fashion market.