In late 2022, filmmaker Enrico Poli and Undervilla, a production company based in Bologna, Italy, came together driven by their shared passion for the iconic AF1 shoe, to create a film that would pay homage to the shoe’s 40th anniversary while celebrating its significance in various realms such as sport, music, fashion, art, the street, and the city. The Nike Air Force 1 silhouette has been a canvas for countless artists and designers over the years, but Poli and Undervilla believed that no other model could connect people across different ages, cultures, and languages like the white-white AF1.

The profound idea of people from diverse backgrounds choosing the same clothing item to express their individual style inspired the title of the film – ‘We Are 1’. It symbolizes the unity that the AF1 brings, transcending differences and promoting inclusivity. It also serves as a metaphor for the collective effort to eliminate division in society and encourages embracing the multifaceted aspects of our inner selves.

The team’s goal was to create a timeless film that would resonate with both younger and older generations, conveying the rich heritage of the Nike Air Force 1 Shoes. This sparked a debate on the language to be used in the film, considering the shift in recent years towards more aesthetic and visually-driven storytelling in brand communication. The chaotic nature of today’s world where images come and go quickly without leaving a lasting impact was taken into account. This approach may be contemporary, but it can be disorienting for those who grew up in the 80s and 90s, which includes many AF1 users.

As a result, the decision was made to blend contemporary language with a classical hero’s journey structure in the film. The film features flashing images, glitches, and uplifting music that create a sense of chaos, but there is also a underlying structure, a basic narrative that can be appreciated and understood by people of all ages, and that will stand the test of time. ‘We Are 1’ aims to capture the essence of the AF1’s cultural significance while presenting it in a way that is accessible and enjoyable for audiences now and in the future. It encompasses much more than just a shoe – it represents a cultural phenomenon that has stood the test of time and continues to inspire generations of wearers around the world.

Credits
Created by Undervilla
Campaign: Nike Air Force 1
Brand: Nike
Co-Produced by Combo Film
Cast: Kenji Matsuyama Ribeiro, Arianna Pisano
Extras: Tari, Pepe, Lucia, Olvia, Michael, Niccolò

Writer + Director: Enrico Poli
Cinematographer: Marcello Dapporto
1st AC: Guglielmo Trautvetter
Ronin Operators: Davide Polato, Arturo Bernardi
Drone Operator: Matteo Bombarda
Camera Assistants: Francesco Albano Lorenzo Natuzzi
Gaffer: Jalal Albess
Spark/Grip: Alberto Poce, Riccardo Panebianco
Coreography by K + A + E
Styling by Antonio Labroca, Lucia Calandri
Styling Assistant: Pepe
Production Design: Emaluela Astolfi
Make Up + Hair: Adele Mastrocola
Location Scouting: Aguamala

Producer: Franca Masu
Executive Producer: Matteo Bombarda, Davide Polato
1st AD: Alessandro Puccini
Production Assistant: Francesca Mortato
Runner: Maneul Bin

Editor + Colorist: Davide Polato
Original Music by After Crash (Comakid + Everlasting Joy)
Sound Design by Riccardo Rossi
VFX by Diego + Ameleto @ Bloomik
2D Animation: Matteo Bombarda
3D Animation: Alimik

Camera + Kit: AdCom
Backstage by Julio Cesar De Dominicis
Thanks to Pierluigi, Gatto, Giulia

 



 
82.4 million people worldwide had to leave their homes, families, and lives due to persecution, war, violence, or human rights violations. With this new campaign, Emergency – an Italian NGO that provides free, high-quality healthcare to victims of war, invites each of us to think about the consequences of war through the eyes of those who experienced it. Let’s make 2022 a year of peace, not war.

Credits
Advertising Agency: Ogilvy, Milan, Italy
Production Company: The Family Film
Post Production Company: Iggy Post
Tags: Heartwarming Film, Public Interest Ads

 

 
The water emergency affects 319 million people in the southern hemisphere, mainly in sub-Saharan Africa, and causes the death of 2 million children under five. The water is contaminated with bacteria and viruses, such as typhoid and cholera. Action Against Hunger, a global NGO committed to fighting the world’s hunger and thirst problems, has decided to launch a fundraising campaign to allocate new projects to purify water. But it did so using a different strategy than other NGOs: it decided to make the problem tangible, an issue far removed from the everyday lives of donors. It decided to make the problem tangible, a problem far removed from the daily lives of donors, by bottling the contaminated water and creating the Water of Africa brand. An actual product to touch the problem first hand. Thousands of bottles of dirty water, whose label, instead of showing all its qualities, as other brands do, shows all the diseases contained in the polluted water.
 



 
After creating the brand, Action Against Hunger launched it with a clear call to action: donate to make the water drunk by 319 million people the least consumed in the world. The water of Africa was launched in shops, museums, e-commerce, food app delivery, restaurants, and advertised in the press, with product placement, on social networks by influencers, with the sponsorship of sporting events, and above all was promoted by the testimonials who have launched other water brands in Italy, such as Carlo Cracco. The campaign crossed the Italian borders and reached the European Parliament with President Sassoli. Together with other MEPs, launched an appeal to stop the water emergency and make Water of Africa the least drunk water in the world.

Credits
Advertiser: Action Against Hunger
Category: Direct Marketing, Italy, Public Interest Ads, NGO, Awareness Campaign, Outdoor Ads, Outdoor Campaigns, Awareness Ads

Heineken® launches a new campaign, made for markets opening following the lifting of pandemic restrictions. The campaign entitled, A Lockdown Love Story is a passionate and optimistic short film that looks ahead to all the new experiences and opportunities that will be unlocked as bars reopen. The world eventually emerges from the pandemic.

A Lockdown Love Story is a metaphor based on a globally relevant insight that is particularly pertinent in Asian markets as they emerge from lockdowns; the story focuses on celebrating the potential and excitement that awaits us as bars reopen and people start returning to their vibrant social lives, with all the surprises.

Credits
Advertising Agency: Publicis, Italy
Tags: Beer Ads, Beer Campaign, Alcohol, Alcoholic drink

On the occasion of Equal Pay Day 2021, which falls on November 10, 2021, the day established by the European Union to emphasize the wage disparity that persists between men and women, Women of Change Italy and Hi! Communication launch #stoprobbingwomen, a sophisticated and provocative initiative that addresses the issue of the Gender Pay Gap through the eyes of those who live within an unfair and impartial working environment.

Read more about Equal Pay Act here

Credits
Hashtag: #stoprobbingwomen
Brand: Women of Change Italia
Category: Public Interest and Ads with social message
Medium: Film
Theme: Equal pay for equal work
Advertising Agency: Hi! Communication

An advertising campaign launched in newspapers and out of home, scheduled for the last two weeks of June.

All the companies that chose to join the project Rainbow Brands created by Dentsu had the opportunity to be protagonists with their logos in different subjects and media formats.

The creative idea draws its strength from simplicity: a multi-brand rainbow, where each one is associated with a rainbow flag colour.

Thanks to the support of IGPDecaux, Urban Vision and VG Pubblicità, the campaign is out of home in Milan, with maxi-billboard formats in Piazzale Lodi and special positions inside the Cadorna Metro.

But most of all, it has been published in newspapers just below the news of the debate about Italy’s anti-homophobia law between government and Vatican’s with a perfect media placement.

Stefano Morelli, a chief creative officer of Dentsu, says about the initiative: “We are very proud of this campaign because it testifies to the deepest and most authentic sense that Pride tries to teach us: the praise of diversity. Large companies that share the market attention daily now share the same space is a powerful signal. When individualisms are put aside, and small differences are cancelled out, unthinkable goals can really be achieved. In a common victory. A rainbow in which diversity is the key ingredient of a shared message. Because sometimes all it takes is a simple idea and the desire to share a space to send out a great signal”.

Credits
Agency: Dentsu
Campaign: Rainbow Brands
Production: The Story Lab

Traditionally Italians enjoy Easter holidays flame grilling with family and friends in the park. But for the second year in a row, this was not possible due to Covid-19 restrictions.

Grilling at home seemed to be the only solution. However, we know home BBQs don’t always plan and even result in newsworthy disasters, with several cases have been photographed and reported by Italian newspapers.

Burger King turned real pieces of news into billboard ads to communicate the Burger King delivery service. Only incidents that did not involve people or cause particular damage to homes were used as irreverent reminders to all that sometimes, it’s better to leave the grilling to those who know best.

Credits
Campaign: It’s Better Delivered
Client: Burger King
Advertising Agency: Wunderman Thompson Italy, Milan, Italy
Chief Executive Officer: Giuseppe Stigliano
Chief Creative Officer: Lorenzo Crespi
Creative Directors: Pas Frezza, Luca Iannucci
Creative Supervisor Copy: Federica Rebuzzini
Senior Art Director: Fabio Pistoia
Account Supervisor: Claudia Longo
Motion Designer: Morgan Storti

Just look around: in Milan, as in most of Italy, almost every statue is dedicated to a male figure. And yet, history is full of women who deserve their monument. Terre des Hommes brings out a new perspective, literally: 3 installations, three special billboards placed in 3 squares in Milan that allow the viewer – thanks to perspective – to visually “replace” the current status with a female alternative.

Visit for more info

Credits
Advertiser: Terre des hommes
Campaign: #AStatueForTheGirls
Advertising Agency: ACNE, Milan, Italy

The two girls got to meet Roger Federer and went into a fun Rooftop match with Roger Federer. This campaign was thought of when Barilla and Roger Federer saw the video of the Italian girls playing in their unique way.

The campaign received wide coverage and got around 35 Million views and Millions of interactions on the internet. The campaign also displays the importance of staying happy in difficult times.
 

 
Credits
Campaign: The Rooftop Match
Client: Barilla
Advertising Agency: We Are Social, Italy
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Associate Creative Director: Stefano Cucinotta, Andrea Fumagalli
Senior Art Director: Daria Paraboni
Senior Creative: Laura Venuti
Art Director: Alice Martinucci
Senior Editor: Giuseppe Schiavone
Group Account Director: Sandro Amabili
Account Director: Luca Di Palma
Account Manager: Ginevra Locatelli
Writer: Francesco Pierucci
Executive Producer / BRW Filmland: Luca Orlando
Line Producer: Viviana Biondolillo
Scenografo: Eugenia Tartarelli
Montaggio: Tex – Paolo Forestale
Post-produzione Video: Tex
Post-Produzione Audio: Fonovideosynch
Regia: Beppe Tufarulo
DOP: Johan Florez
International Digital Coordinator / OMD: Roberto Facconi
International Digital Director: Fabrizio Maggioni
Consultant / Hill+Knowlton Strategies: Angelina Zoner
Senior Business Manager / Omnicom Public Relation Group: Paola Chiasserini
Client Manager: Jordana Hassan

IKEA has always tried to improve home life for all. Year after year, the brand studies people’s behaviors inside the home because it believes that the house is a mini-society that, together with others, forms a larger one: the one in which we live. From home, therefore, a fair society or one torn by inequalities can be born.

For this reason, to mark International Women’s Day 2021, IKEA and We Are Social Milan wanted to focus on gender inequalities and, in particular, on words and their importance. But instead of focusing on the words and phrases that explicitly contribute to discrimination against women, as they are more easily recognizable and, therefore, quickly condemned, IKEA wanted to turn the spotlight on one of the most used phrases in our homes when it comes to household chores: “Can I help?”

This expression is often addressed to women by men in the home, which may seem harmless, but in reality, hides a deeply misguided shared cultural attitude. Through the formula “Can I help?”, it is assumed that care and assistance work within the home is the sole responsibility of its female inhabitants.

To reflect on the use of the verb ‘help’ inside the home and fight gender inequalities, IKEA wanted to involve Treccani – one of the most important dictionaries in Italy – through an open letter on social media in which they asked linguists for an authoritative point of view on the subject. The in-depth response from Treccani promptly arrived within the day.

With this message, IKEA and Treccani demonstrate how language and everyday actions are essential in fighting gender inequalities, starting from the home.

Credits
Advertising Agency: We Are Social Milan, Italy
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Director of Production: Daniele Piazza
Associate Creative Director: Paulo Gonzalez, Mattia Lacchini
Creative: Lorenzo Canazza
Art Director: Giulia De Chirico
Editor: Sergio Giussani
Head of Client Services: Francesca Feller
Senior Account Director: Mirco Bertola
Senior Account Manager: Diego Vallieri
Senior Account Executive: Alessia Bloise
Account Executive: Giuliano Franco
Writer: Francesco Pierucci
Head of Strategy: Bruno Tecci
Strategy Supervisor: Marta Prosperi

In Italy, the time of total confinement has ended, and we are now entering ‘Phase 2’ where we are finally free to go around. The rules are more transparent than they were a few weeks ago: wear a face mask, gloves and, above all, “let’s all keep a distance of one meter.”

With all this happening, Wunderman Thompson Italia and Burger King® Italia have decided to opt-out of traditional types of communication, and to launch a new, truly unique burger.

We are introducing the Social Distancing Whopper, the famous Whopper® now with far more onions to promote social distancing in true BK style. Available in all Italian Burger King restaurants via drive-through King Drives®, take-away services and eat-in.

Credits
Advertising Agency: Wunderman Thompson Italy
Chief Executive Officer: Giuseppe Stigliano
Chief Creative Officer: Lorenzo Crespi
Creative Directors: Pas Frezza, Luca Iannucci
Motion designer: Morgan Storti
TV Producer: Marta Armando
Director: Alessandro De Leo
Speaker: Ruggero Andreozzi
Music: The FoolishMouse / MaxH
Mix audio: Hogarth worldwide Italy
Head of business: Matteo Bellisario
Account: Luca Santagati

Tags:
Print Advertising, Digital Campaign, Advertising Campaign, Best Digital Campaign, Integrated Campaign, Italy, Food, Public Interest, NGO, Burger King, Wunderman Thompson, Social Distancing Campaign

An advertising agency called GTC built the advert from the ground-up. The game came out in the form of highlights on EMEA Instagram channels of Jeep. The IG stories depicted the journey of a Jeep SUV. The vehicle traversed through different terrains whilst rescuing the gifts left behind by Santa Claus. From concrete city-roads to snowy mountainous tracks, the SUV overcame all obstacles to aid Santa’s journey.

We feel that this campaign invoked a sense of immersion that felt quite fresh. The presentation of a video-game-themed advert on social media was quite innovative.

Credits
Brand: Jeep
Campaign: Renegade Santa Rescue
Advertising Agency: GTC
Executive Creative Director: Cristino Battista, Christopher Jones
Creative Director: Antonio Di Battista
Art Director: Andrea Colombo
Copywriter: Beatrice Galli
Animation Artist & Motion Designer: Leonardo Jona
Social Media & Digital PR Director: Danielantonio Di Palma
Social Media Manager: Giuseppe Colaneri, Federica D’Andria
Community Manager: Laura Nava
Digital Client Director: Efrem Maggi
Senior Account Manager: Eleonora Guido, Carlotta Leva
Account Manager: Giorgia Coradazzi

Tags:
Digital Campaign, Italy, Automotive Campaign, Jeep, WPP, Jeep Renegade, Christmas Campaign, Christmas Ads, Santa Rescue, Digital Marketing, Topical Spot, Instagram, Social Media campaign, Innovation, Renegade Santa Rescue

In some of the most innovative displays of this advertising style, creatives have materialized their vision by attaching their ads onto everyday objects. For instance, IBM’s Smart Ideas for Smart Cities campaign turned a public bench into a poster. In yet another example of ambient advertising, an Indian ad agency turned escalator-steps into pages of a hairstyle catalog for a hair salon’s marketing campaign. Another offbeat advertisement of the same category advocated the dangers of air pollution on the walls of an industrial building with a smokestack.

Such advertisements work by catching their target audience off-guard, thereby grasping a bigger portion of their attention compared to traditional marketing campaigns.

Here are some concrete examples of the decade’s best ambient advertising:-

Netflix gave a body to Italy’s most iconic middle finger

La Casa de Papel tells the stories of modern-era Robin Hoods specialized in taking over symbols of financial power. To celebrate the launch of the third part of the show, Netflix did just the same.

Two days before the official launch, Milan woke up to discover that the statue of a 15mt high, red-hooded thief had taken over Piazza Affari: the seat of Italian financial power. It did so by turning the giant middle finger created by visionary artist Maurizio Cattelan, placed right in front of the Italian stock exchange, into its hand.

The night before the launch, the takeover of Piazza Affari was completed with a public premiere screening of the first two episodes of the third part, surprising more than 5000 enthusiastic fans gathered in front of the statue.

During the whole official launch period, from the 18th and to the 22nd of July, more than 57.3K posts have been published, generating over 1.6 million interactions.

NRDC.org: Air Pollution Kills 60,000 People a Year

IBM – Smart Ideas for Smarter Cities

The Inaccessible Transit Shelter

We made a transit shelter completely inaccessible by closing it off with glass. The headline ‘Feeling Left out?’ was quickly paid off with the copy “Over 400,000 Torontonians living with disabilities do, too.’

Juice Salon – Escalator

Nike | Giannis Antetokounmpo: Mt. Olympus

McHive – The World’s Smallest McDonald’s

Some of McDonald’s restaurants in Sweden have beehives on their rooftops. The initiative started locally but is now growing. More franchises around the country are joining the cause and have also started replacing the grass around their restaurants with flowers and plants that are important for the wellbeing of wild bees. To celebrate the initiative, which is part of McDonald’s Swedens sustainability work, we created what could be the world’s smallest McDonald’s – a fully functioning beehive.

Charicycles – Stories In The Sand

At Charicycles, they believe that everyone should have access to a healthier life through cycling. And more importantly, access to do so in a safe way. Their new initiative, Stories in the Sand is a step in that direction.

Tags:
Netflix, La Casa de Papel, Publicis, Italy, ambient advertising, Canada, Public Interest, NGO, Centre for Independent Living, The City of Toronto, Netherlands, Sports, Nike, Wieden + Kennedy, Sweden, Food, McDonald’s, DDB, Charicycles, Wunderman, Stories In The Sand, IBM, Ogilvy, France

So this is the idea: two Budweiser trucks will be sent full of beers for the workers, one along each side of the wall. When you buy a Budweiser, they’ll be given one for free – because sharing is caring! We want to make them lose focus and slow down the construction. Using the hashtag #SloWall on social media, we could show people’s posts on trucks-mega-screens and remind them that America’s diversity is what made it great.

Credits
Brand: Budweiser
Campaign: Slowall
Advertising School: NABA Nuova Accademia di Belle Arti, Milan, Italy
Graphic Designer: Giulia Abati
Writer: Viola Buccheri
Art Director: Bianca Frascaroli
Art Director: Daniel Riformatto Cazzamatta

Tags:
Experiential, Italy, Alcoholic Drinks, Budweiser, NABA, Nuova Accademia di Belle Arti, Young Ones Student Awards, Best Use of Social Media, Budweiser Slowall

At the end of this third edition of the WINA 2018, the complete list of winners has just been announced. The international jury with the participation of more than 90 professionals from the advertising sector and advertisers, selected the winners from a list of 1817 pieces and this opportunity they decided to deliver: 12 great prizes, 23 golds, 58 silvers, 96 bronzes and 117 honorable mentions.

Click here for complete List of Winners

This year a total of 257 agencies from 40 countries registered works and pieces at WINA, the only free registration festival, which aims to highlight the talent and creativity of independent agencies in the advertising industry. In this third edition 1,187 pieces were registered by independent companies from around the world (most of them advertising agencies, communication consultancies and production houses), almost double the figure reached in 2017.

The jury, of the highest level, was composed on this occasion by a president and 3 members, all directors of advertising agencies and a vice president from the advertiser in each one of the 17 categories: Sports & World Cup, Better World, Outdoor, Mobile, Media, Innovation, Direct, Content, Film, Print & Digital Craft, Promo & Activation, Public Relations, Effectiveness, Design Radio, Film, Interactive, Print, Pharma, Kids * (see below all the presidents of the jury)

“This has been a great year for WINA, confirmed by the excellent quality of all the award-winning works, in addition to the international presences that have gathered indies, customer loyalty, the value of innovation in the new scenario and before the consumer hiperconected or the new advertiser-agency relationship, among others”, says Mauricio Rodríguez, the head of the company organizing the event and CMO of the festival.

The 40 participating countries this year were: Germany, Saudi Arabia, Argentina, Austria, Belgium, Bolivia, Brazil, Bulgaria, Chile, China, Colombia, Costa Rica, Ecuador, Spain, United States, France, Guatemala, Hong Kong, Hungary, India, Italy, Jamaica, Japan, Luxembourg, Mexico, Panama, Paraguay, Peru, Poland, Portugal, United Kingdom, Czech Republic, Romania, Russia, Switzerland, Thailand, Ukraine, Uruguay and Venezuela).

* The presidents of each category in juries of the WINA 2018 festival were:
Sports & World Cup Camila Farias (General Director at RC Farias) of Colombia; Better World – Ignacio Ferioli (VP in David) of Argentina; Outdoor – Simona Suman (Creative Director at MRM // McCann) of Romania; Mobile – Juan Pablo Oubiña (Founder Creative Director at 01 Agency) of the USA; Media – Jonathan Almond (Founder and Creative Director at Delightful Media) UK; Innovation – Yuji Tokuda (Creative Director / Art Director in Canaria) Japan; Direct- Ricardo Uribe (Creative Director at Y & R) Colombia; Content – Sunde J. Sastre (Director at Jokey Monkey) Spain; Film, Print & Digital Craft – Alex Gomez (Founder and Producer in Intercultural Productions) USA; Promo & Activation – Alberth Cabrera (General Creative Director at Kausa Havas) Paraguay; Public Relations – Goyo Panadero (Partner – General Director in Llorente & Cuenca (Spain and Portugal); Effectiveness – Frank Hahn (ECD in Anomaly) Germany; Design – Joao Coutinho (Creative Director in Gray NY) USA; Radio – Tomas Almuna (Associate Creative Director at Conill Saatchi & Saatchi) USA; Film – Damián Nuñez (Chief Creative Officer / Mullen at Lowe Bucharest) Romania; Interactive – Fernando De Lusarreta (Chief Operation Officer at Massive – Latam) Argentina; Print Pavel Kozlov (Founder at Peopleofdesign) Russia, Pharma – Shoji Taniguchi (Creative Director at McCan Healthcare) Japan; Kids – Oscar Castaneda (General Creative Director at Castillo de IF) Guatemala.