Cannes Contenders: Italy

Esselunga The Peach

The Peach is arguably the most talked about commercial in Italian history, so it would have been very shortsighted of me to not put it on my list of contenders as my first choice. The two-minute ad, which aired as a launch event on every national channel, features a divorced couple and their five-year-old daughter's attempt to bring them back together. As crazy as that might sound for non-Italian readers, Italian advertising had never had the courage to portray a “different kind of family” from the “traditional advertising family”. Through The Peach, Esselunga, the biggest national supermarket brand, managed to spark the national conversation. For more than a week, celebrities, influencers, politicians (including our prime minister), philosophers, comedians, journalists and anybody you would meet in the streets argued, discussed, commented and gave their opinion on the ad.

Esselunga – THE PEACH

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Agency Small/New York
Production Company Indiana Production
Director Rudi Rosenberg

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Agency Small/New York
Production Company Indiana Production
Director Rudi Rosenberg
Post Production Proxima Milano
Audio Post Bravagente
Executive Creative Director Luca Pannese
Executive Creative Director Luca Lorenzini
Managing Director Alberto Scorticati

Executive Producer/Partner Karim Bartoletti
Senior Producer Silvia Bergamaschi
Director of Development Giampaolo Rossi
DP Giacomo Frittelli
Editor Julien Panzarasa
Post Producer Alice Bellini
Colorist Lorenzo Ameri
Original Music Alessandro Cristofori

Original Music Diego Perugini

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Heineken Boring Phone

In a world in which we all spend way too much time looking down at our phones, because our phones have more and more reasons for us to spend hours each day looking at them, why not make a boring phone that does not give you a reason for it to be looked at? If the phone is boring then you might look up and not miss out on other types of fun and entertainment. I love how Heineken has managed, throughout the years, to reveal its brand purpose in so many different ways. Whether it’s through brand content or an event or, in this case, an actual product, Heineken has always played with reality based trends and truisms. It is always great to see when a brand knows itself well enough to have the same tone of voice when it talks about itself. Creating a limited-edition, must-have phone that is boring and has features that are as basic as they come, so that people don’t get distracted from life, is just right on the Heineken track of things.

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Heineken – The Boring Phone - Bar

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Heineken – The Boring Phone - Maps

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Heineken – The Boring Phone - Concert

Fiat Operation No Grey

I think the idea of putting Fiat’s Global President, Olivier Francois, in a grey Fiat 600 and literally dipping him in an enormous canister of coloured paint in the middle of the central piazza of the colourful town of Lerici, is a really fun visual representation of Fiat’s new business goal; to get rid of the greyness of grey cars. Fiat’s new brand positioning, 'New Dolce Vita for all', is about colour, and this content clearly proves the brand’s commitment to the new, greyless cause, by having Fiat’s Big Boss himself become the protagonist of a spectacular, memorable and unexpected stunt which dips him in orange paint as a proof that Fiat is not kidding. I think the concept of eliminating grey from its spectrum of car colours is incredibly courageous and fun, and I think this stunt reflects that.

Fiat – Operation No Grey

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Agency Leo Burnett/Turin
Director William9

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Agency Leo Burnett/Turin
Director William9
Executive Creative Director Francesco Martini
Creative Director Giuseppe Campisi
Creative Director Giovanni Greco
Creative Director Enrico Pasquino
Post/VFX Company Sedici:9
Post/VFX Company 22DOGS Srl

Post/VFX Company Frame By Frame
Music/Sound Design Red Rose Productions
Producer Francesca Bocci
Producer Alessia Pietromarchi
DP Daniele Poli
DP Matteo Rea
Editor Davide Mauti
Colorist Valerio Liberatore

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Translated Human Touch

Today, brands, agencies and production companies are always looking for the next innovative 'thing'. Innovation is what makes our business great, but sometimes just a plain, simple ad that has a clear, simple message, told in a clear and simple way comes along and we all stop to watch. Translated’s Human Touch is one of those ads that, through its creative premise and crafting, and through the way its storytelling unfolds, manages to give emotion to a piece of technology. Creativity and crafting are at the basis of the human-based positioning of this brand which, like the many commercials that have made me love this business, is exactly what we were taught successful campaign should be: a great commercial with a great creative-client-driven-message.

Translated – Human Touch

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Agency Auge/Milan
Production Company Mercurio Cinematografica
Director Martin Werner

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Agency Auge/Milan
Production Company Mercurio Cinematografica
Director Martin Werner
Post Producer Roberta Caimi
Post Production Iggy Post
Audio Post The Log
Executive Creative Director Federica Ariagno
Executive Creative Director Giorgio Natale

Creative Supervisor/Copywriter Riccardo Stazione
Art Director Alessandro Borrelli
Producer Jessica Ferguson
DP Tommaso Terigi
Executive Producer Luca Fanfani
Producer Martina Perversi
Editor Eleonora Cao
Colorist Daniel Pallucca

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CoorDown Assume That I Can

I think this year's Coordown campaign, for World Down Syndrome Day, is one of the strongest, most successful and most impactful campaigns that this award-winning association has done ever. The Assume That I Can campaign is based on the fact that our negative assumptions about people with Down syndrome can lead us to treat them in a manner that reinforces these assumptions. The ad became a global phenomenon when it broke in March; it was everywhere, and shared by everyone (celebrities included). I love its tone of voce, crafting, the structure, acting, the hook at the beginning, the swear word in the middle and the film direction and editing. It is close to perfect, and is proof that a strong, purpose-driven insight goes way beyond the purpose of the ad itself if it moves people. And moved they were. So much so that people not only shared the film as soon as they viewed it, but some people also created and shared their own story of reversed assumptions, making the campaign’s reach broader and its relevance longer.