Nicoletta Zanterino and Cinzia Caccia, creative directors at VMLY&R Italy, share their favourite recent pieces of works from the Italian panorama
The works we have chosen are quite different in terms of market, language and style, but they have one thing in common: originality and strong insights. Creativity is our everyday task, but the best works are not based on a creative idea alone. We think that a great creative idea can only come from a great insight, best if executed in innovative ways...
Heineken - 'The Night Is Young'
Agency: Publicis Italy / Le Pub
Production: Good People
Director: Ali Ali
Music: Sizzer Amsterdam
Beer has probably helped most of us to survive during the lockdown. But when the world gradually went back to enjoy beer in its natural habitat, vaccinated seniors have been the first to go wild and live carefree night-outs. Another super powerful insight from Heineken - a brilliant way to celebrate the return to social life and to encourage people to get vaccinated.
Lamborghini Aventador - 'It Takes Time to Become Timeless'
Agency: DDB Group Italy
Production: Karen Film
Director: Alberto Colombo
In past years, the automotive field has become one of the most challenging. It looks like everything has already been said and done before, and brands started to communicate more or less in the same way, losing their unique personality and tone of voice. So it’s pretty refreshing to stumble across an original concept, celebrating one of the most iconic cars ever, just highlighting that nobody is born an icon.
Campari - 'Fellini Forward'
Agency: Wunderman Thompson Italy
Digital Agency: We Are Social
Production & Artificial Intelligence Development: UNIT9
Global PR: H+K Strategies
The relationship between Campari and the arts, especially cinema, has grown strong over the years. With this innovative project, the Italian brand pushes the boundaries of creativity, with AI tools having been used to emulate the works of Federico Fellini and create a new and unique short movie, inspired by the genius of the great Italian filmmaker.
Multi-brand - 'Rainbow Brands'
Agency: Dentsu Italia
With this multi-brand rainbow involving companies such as Sky, Nestlé, Very Mobile, Fastweb, Plasmon, KFC, ENGIE, Pringles, Wind Tre and HEINZ, Dentsu succeeded in what usually looks like an impossible mission: putting ten different companies together on the same media space by unifying them under one single message. A simple yet very smart idea to celebrate diversity and inclusion. “Diversity makes everything better, even advertising."
Lavazza A Modo Mio - 'Voicy'
Agency: VMLY&R Italy
Production: Movie Magic International
Director: Ali Ali
Post: Hogarth WW Italy
Music: 2WEI Audio
A new chapter of the unmistakable Lavazza communication, perfectly expressing the Italian DNA of the brand. Lavazza A Modo Mio's 'Voicy' is the talking coffee machine that everyone will talk about. Starting from this idea, the commercial, shot by the award-winning director Ali Ali, shows the spreading of a typically Italian word of mouth with the usual charm and irony.