WHAT TO DO: With such a competitive female beauty market, brands leverage social media to create emotional connections with the customers.
How to reach and engage a wide female target audience (16-44 year olds) whilst reminding the women how "intimate" their relationship with the product is?
WE DID IT: We thought of Veet as the "smoothest" friend a girl can have, and we created four Facebook contents that engaged and entertained the fan-base whilst incorporating in the theme of waxing and hair removal.
#1: Without hair on the tongue
"Without hair on the tongue" is an idiomatic Italian expression that refers to those who say everything they think without any filter. These posts were created as if they had been written by a piercingly ironic woman who gives her opinion on girls' topics.
#2: Veet World
Eyecatching, funny posts that represented a world where nothing "prickled".
#3: Prickly questions
Intimate questions that invited users to express their thoughts on stickysubjects.
#4: Rate your day
Weekly posts that interrogated the audience about their day, with a "hair-removal lexicon".
Genertel - Insurance Company - Social
WHAT TO DO?Genertel needed a solid presence on social media (Facebook, Instagram, Pinterest) to achieve top-of-mind awareness and crush the competition.
WE DID IT: We have created three posts that revolutionised the typical bureaucratic tone of voice of the insurance companies with a touch of quirkiness and a zero risk of boredom.
#1 - Safe Tips
Light-hearted mini-guides for safety in dangerous circumstances.
#2 - #Letshopetheyareinsured
Real news about weird incidents happening all over the world, introduced with the hashtag #letshopetheyareinsured
#3 - Policy Translator
Translations from the obscure terminology of insurance into straightforward sentences easy to understand.
SEA Milan Airports - Digital Activation & Social
WHAT TO DO: SEA Milan Airports wanted the passengers to become more aware of their social media presence. How to do it by creating content that would also engage the fan base?
Departing - The Travel Jealousy Post
WE DID IT: Nobody can deny it: whoever is at work and sees a photo of a friend leaving for holidays, gets jealous.
Playing on this insight, we created a series of posts that informed users in real time about a flight that was leaving for a dream destination.
By liking it, users would activate a counter in the gate of the airport assigned to that flight.
So that the passengers could see how many users were envying their journey...
...and join the conversation.
Digital Activation - Check-Screen
WHAT TO DO?To beat the competition with the Orio al Serio airport, SEA Milan Airports felt the need to go the extra mile.
WE DID IT: We went even further.
Airports give the thrill of flying to whoever crosses their thresholds. We decided that SEA Milan Airports would extend theirs, giving this feeling even from the city center while responding to one of the citizens' most compelling need: boarding on a wi-fi network.
At a bus stop in the center of the city, users would be prompted to connect to a local wifi network.
Once connected, it would automatically launch a browser on their phone where they would be asked to:
– select a dream destination
– take a selfie
After taking the picture the users will submit it. The software would then remove the background...
...and replace it with a live video of their selected destination, in order to show them enjoying their one-minute trip on the bus stop banner.
Innocent Smoothie - Brand Repositioning & TV
Spec ad for Innocent Smoothie created in collaboration with film director James Whitehill (Six Foot Four Creative)
WHAT TO DO?Thanks to campaigns like "Chain of Good" and headlines like "Tastes good, does good", Innocent managed to position itself as the "good brand" in the juice market, trusted and loved by every mom for the 100% pure fruit quality of their products.
But what about the kids, always more independent in their buying decisions?
WE DID IT: We have opted for a fresh twist in Innocent's tone of voice. A concept that, playing on the brand's identity, would attract the young audience's sympathies by giving a shout out to every little rascal.
Concept: "Also for the wicked."
Innocent Smoothie 30s
City of London - Integrated UGC Campaign
WHAT TO DO: One month after the result of Brexit Referendum, the Mayor of London Sadiq Khan invited creatives and agencies to submit strategic media ideas and visual responses to a new open-brief campaign declaring London open for business, innovation, and culture.
Sadiq Khan: “It is more important than ever to show that our city is united, and the capital will continue open for business and open to the world. I’m asking that you join me in spreading this message of inclusiveness and openness and to get behind our #Londonisopen movement by providing brilliant creative content that can be shared by all Londoners, using your own social media reach, or supporting this initiative in other ways.”
WE DID IT: Our concept has been inspired by the reaction of our British friends to the result of the Referendum. They were shocked, upset and almost embarrassed by the decision of their country.
So we decided to weight on the feelings of hurt of all those British Londoners who entirely disagreed with the vote, and make them the protagonists and creators of an incredibly inclusive and strategically conceived campaign.
We created a call to arms ad, on which we invited the British citizen to “sponsor” one or many non-British people they knew. They could do so by giving wholehearted reasons why those foreigners needed to REMAIN: because of their emotional bond with them, because of their professional admiration for them, or simply because they still have a lot to give to this city and this city has still a lot to give to them.
#LondonIsOpen - Open-Brief launched by Sadiq Khan
#LondonIsOpen - Official Promo by London & Partners
Campaign Kick-Off - Call to Arms
Social Activation - The Sponsorships
They could apply their “sponsorship” through uploading a video message or a photo plus written comment on the #LondonIsOpen website, or also on their social media channels with the double hashtag #LondonIsOpen and #WerenotLondone.
Every sponsorship had to start with the formula “I’m *name, I’m a British Citizen and London is Open to *name of the person/people they are sponsoring…” and it would not just celebrate the foreigners in London as a great resource for the city, but it would also glorify London like the city where everything could still happen.
Print & Outdoor
Every response would be exhibited on the #LIO website, and the best ones would become the primary object of the campaign, being showcased across the capital’s government and cultural social media platforms as well as physical media spaces around the city.
Our design has been shortlisted from over 100 submissions and showcased in the exhibition space at City Hall throughout September. It has also been listed on the Major of London’s website, www.london.gov.uk, and shared via their social media channels.
REpower - German world leading wind turbines company - Print
WHAT TO DO?Create a print ad for REpower Italy planned to go on Italian magazines focused on sustainable energy.
How to stand out in media where competitors are selling the same service within the same pages?
WE DID IT: Given the socio-economic situation they're navigating in, the Italian population gets very emotional when they think about their country. They are extremely proud of their history as much as they are deeply concerned about their future.
Hence, instead of flaunting the technological wonder of the REpower turbines, we showed them something that could really blow them away. A powerful heart.
1st Print Campaign
Bodycopy: The wind is one of Italy’s assets. This is why we at Repower want to offer our backing. Today our selection of wind turbines are the most powerful on the Italian market, offering solutions for all wind velocities and guaranteeing safe investments thanks to high profile technology and a customer service attentive to your every need. The wind is a gift that belongs to us from way back in the past. It’s time to use it to build a better future.
2nd Print Campaign
WHAT TO DO? Create a print ad for REpower planned to go on Italian business newspapers. How to catch the interest of Italian investors by presenting the market opportunity in renewable energy, when it is not yet well-known to them?
WE DID IT: Those who read business newspapers don't look for visuals or eye-catching images. They look for information and strong economic statements. So we gave it to them. And it wasn’t hot air.
Liu•Jo - Print & TV
WHAT TO DO?Liu•Jo needed to introduce its new handbags collection 'Kate' inspired by the brand's ambassador Kate Moss, leveraging the allure of the famous top model and creating a bond between the bag and the target women.
Liu•Jo - Kate "The Colorful Collection" Film Commercial
WE DID IT:The scene is set in a classy Italian bedroom to emphasise the intimacy between our target women and the handbag, and every different shade of the collection has been introduced next to an object that would recall one aspect of their everyday life:
Red - Nail Polish – to represent their sensuality and beauty Blue - Praline Box – representing their weakness to temptations Green - Moleskine – relating to their creativity and social consciousness Beige - Trenchcoat – based on their elegance and style.
The face of the model used for the commercial was never filmed, in order to keep consistent the illusion of showing a private moment of Kate Moss's life, and by using a very popular Italian song from the 80s as the soundtrack, we reminded viewers that even though the muse is British, it's still pure Italian high-fashion.