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Integration

Bronze Winner

Entrant: McCann Worldgroup Italia, Milan
Fiorucci - Cold cuts
"The Profiteers"
  • Corporate Name of Client:
    Cesare Fiorucci S.p.A.
  • Client Account Directors:
    Athos Maestri
    Eric Villain
  • Agency Account Directors:
    Roberta Cutuli
    Moony Cusano
  • Planner:
    Federico Lodolini
  • Agency:
    McCann Worldgroup Italia , Milan
  • Executive Creative Director:
    Alex Brunori
  • Creative Director:
    Gaetano Del Pizzo
  • Copywriters:
    Francesca Pagliarini
    Jan Mattassi
    Fabio Cimino
    Fabio Bartolomei
  • Art Directors:
    Gaetano Del Pizzo
    Riccardo Daverio
    Carlo Costa
    Fabio Cimino
    Cristiana Guidi
  • Executive Agency Producer:
    Fabio Cimino
  • Agency Producer:
    Fulvio Stisi
  • Social Media Strategist:
    Pasquale Ascione
  • Production Manager:
    Sara Deste
  • Design Company:
    Accurat , Milano
  • Design Director:
    Giorgia Lupi
  • Designers:
    Marco Bernardi
    Federica Fragapane
    Francesco Majno
    Simone Quadri
  • Production Company:
    Mercurio Cinematografica , Milan
  • Director:
    Nico Perez Veiga
  • Senior Executive Producer:
    Francesco Pistorio
  • Executive Producer:
    Alessandro Cavriani
  • Director of Photography:
    Paco Femenia
  • Cinematographer:
    Paco Femenia
  • Post-Production Company:
    You Are , Milan
  • Editor:
    Damaso Queirazza
  • Head of Strategy - COO :
    Gianluca Ruggiero
  • Social Media Manager:
    Francesca Melodia
  • Social Community Manager:
    Daria D'Angelo
  • Sound Design Company:
    Suoni , Roma
  • Sound Designer:
    Claudio Bresciani
  • Music Production Company:
    Suoni , Rome
  • Music Composer:
    Riccardo Cimino
  • Special Events Manager:
    Chiara Gironi
  • Description of the Project:
  • BRIEF:
Market relaunch of Fiorucci, a cold-cuts brand, with a high-impact campaign relevant to the Italians.
INSIGHT:
Italy is one of the most corrupt countries in Europe.
And corrupt politicians in Italy are said to “eat pork”, because cold-cuts were used in the past as bribes. That’s why Fiorucci decided to run a campaign to expose the issue of corruption.
IDEA:
We organized guerrilla, stunts, radio teaser activities the week before the election aimed at drawing attention to the corruption issue and to maximize the effect of the TV commercial that was going to be aired on election day. The film immediately spread online reaching 2.4 million views in just few days, thus becoming the most viewed Italian commercial on you tube ever. The film was supported by a Facebook page entitled “Power and cold-cuts” that became the largerst italian online political debate. Then we produced a unique tool for the journalist: the first scientific map of the history of corruption in Italy in a slice of ham.
RESULTS:
Fiorucci obtained PR coverage worth 1.2 million euros, which translates into ROI of 3,700% and we reached a vast part of the Italian population (both online and offline), making this campaign one of the most talked about ever.