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Santa Claus Changes His Style for the First Time in 200 Years in Campaign for the City of Milano

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Wunderman Thompson Italy encourages tourists to visit Milan over the holidays with a little inspiration from Santa Claus

Santa Claus Changes His Style for the First Time in 200 Years in Campaign for the City of Milano

Milano&Partners, the official promotional agency of the city of Milan, has today launched a new campaign, ‘Milano. It Changes More Than Just Your Look’, to promote the city in the lead-up to the Festive period.

The campaign, created by Wunderman Thompson Italy and produced by Movie Magic International, encourages tourists to visit Milan over the holidays with a little inspiration from Santa Claus who, after hearing an ad on the radio mentioning "Milan, capital of fashion...", decides to visit the city in search of a new look. After a little shopping-spree in the city center, he soon finds himself making new acquaintances, sneaking into the Pinacoteca di Brera from its chimney, dancing in a club, seeing the premiere of La Scala and living unique experiences that will stay with him forever. He then decides to live the whole experience again on Christmas Eve.

“We’re extremely proud to support the tourism sector that has suffered in the face of such a complex situation over the last couple of years and deliver a message that inspires people to take home all that Milano has to offer, especially during the Christmas period,” says Luca Martinazzoli, general manager of Milano&Partners.

The spot was shot by Alessandro De Leo and is accompanied by a bespoke track composed by Matteo De Marini featuring lyrics by rapper Dunkan. Its aim is to break Milan’s stereotype of being just a shopping destination and shows how the city has much more to offer. The film ends with the claim: "Milano. It Changes More Than Just Your Look”.

“Design, fashion, advertising… Milan has always given a great space to creativity. It’s a pleasure for Wunderman Thompson Italy to return that favor and support the revival of tourism with a Christmas story designed specifically for the city, to highlight all of the beauty and magic it has to offer,” adds Lorenzo Crespi, chief creative officer of Wunderman Thompson Italy.

The Christmas spot will be promoted across YesMilano’s digital, audio and OOH channels across Europe, and confirms Milano & Partners’ commitment to reviving the city, following the launch of their ‘Milan is Always the Same, Because it is Never the Same’ campaign in July 2020.

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Creative Agency: Wunderman Thompson Italy

Chief Creative Officer: Lorenzo Crespi

Creative Directors: Dario Marongiu & Lorenzo Branchi

Art Director: Arianna Nitri

Copywriter: Alessandro Gemignani

Director: Alessandro De Leo

Production company: Moviemagic International

Executive Producer: Chicco Mazzini

Producer: Viola Luzardi

Junior Producer: Michaela Salova

Production Director: Alessandro D'Imperio

Production Inspector: Francesco Bensi

Production assistant: Riccardo Tomaselli

Director of photography: Karim Andreotti

Assistant Director: Lisa Valcarenghi

Assistant Director: Samuel Scott

Set designer: Paolo Monzeglio

Assistant Set Designer: Francesca Spano

Costume designer: Silvia Capra

Costume designer assistant: Miriam Mora

Makeup artist: Milena Digirolamo

Postproduction: Hogarth Worldwide Italy

Executive Post Producer: Sara Affatato

Colorist: Orash Rahnema

Sound Engineer: Eddy Fortini

3D Artist: Carlo Rinaldo

Online & Compositing: Enrico Rivoire, Dario Sbrana

Photo shoots: FM

Actors and actresses protagonists:

Pierluigi Ferrero - Santa Claus
Ghilli Prati - friend of Santa Claus
Valentina Bovycova - friend of Santa Claus
Alisa Capitao - friend of Santa Claus

Original music: Matteo De Marinis

Words and interpretation: Dunkan

Wunderman Thompson Italy, Thu, 16 Dec 2021 14:17:42 GMT