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GOOD TO READ PACKS

Per stare bene, è sufficiente prendersi cura del proprio corpo? Il 94% degli Italiani legge le informazioni nutrizionali sulle confezioni dei cibi per alimentarsi meglio, ma non presta altrettanta cura a come alimentare il proprio pensiero, visto che quasi il 60% non legge neanche un libro l’anno.

Da qui prende il via la nuova campagna “Good To Read Packs” sviluppata per Bennet, nel solco di “Hungry for Culture”, progetto lanciato nel 2022 con l’obiettivo di riportare la lettura nella quotidianità degli Italiani.

Anche questa volta, l’approccio creativo mira a coinvolgere direttamente le persone, trasformando abitudini e gesti ordinari in momenti di riflessione, per spingere al cambiamento.

Il punto di partenza sono le confezioni di alcuni prodotti essenziali su cui, attraverso un sofisticato lavoro di redesign, sono stati integrati alcuni estratti di grandi classici della letteratura. Scelti in base a un preciso punto di contatto: al loro interno viene, infatti, citato proprio il nome del prodotto che li “ospita”. Il lettore viene così trasportato al centro di una storia e indotto a continuare a leggerla, tramite un QR code che trova sempre spazio sulle confezioni.

L’obiettivo è chiaro: trasformare il momento in cui facciamo attenzione a come nutrire il nostro corpo, in un’occasione per sensibilizzare sul bisogno di nutrire il nostro pensiero.

TUTTO SOTTO CONTROLLI

When choosing a pre-owned car, reliability can’t be optional. That’s why Volkswagen subjects its Certified Pre-Owned cars to 110 quality checks, examining them in every detail to ensure safety and confidence on the road. So you can enjoy your Volkswagen to the fullest, keeping “Tutto sotto controlli”.

ITALO IS MAGIC

Immersive, dynamic, surreal. In a word: spectacular.

Italo’s journey conquers the big screen with a 60-seconds commercial full of phantasmagorical adventures that transform the travel experience aboard the Italian operator’s fleet into pure imagination and emotion. Directed by award-winning Ernest Desumbila with the support of his renowned animation and post-production studio SAUVAGE.IT and featuring the extraordinary music of Queen’s “Don’t Stop Me Now” as the soundtrack, the film will be accompanied by several 30″ and 15″ cuts, for a plan that encompasses not only the big screen but also all other media: TV, digital, social media, and maxi-OOH in major Italian cities and train stations.

FIGC

In football, as on the road, unity makes the difference. On the occasion of the upcoming World Cup qualifiers, we celebrated the renewal of the partnership between Volkswagen and FIGC with a Meta and TikTok social campaign, highlighting the bond between the support for the “Azzurri” and the new Volkswagen Super Hybrid, where combustion and electric power come together to open up a new way of experiencing mobility. The positioning of “Supporter del domani”, developed for the brand by DDB Group Italy, thus continues in a project that brings together passion and innovation.

THE SCREENING BANANA

Cos’hanno in comune le banane con la nostra pelle? Le macchie: grandi e piccole, chiare o scure, regolari o frastagliate. Esattamente come i nostri nei. Ma nel caso della pelle, dietro una macchia può nascondersi un melanoma. Se diagnosticato in tempo, il melanoma ha una probabilità di guarigione del 90%. Eppure il 54% degli Italiani non ha mai fatto un controllo dei nei. Un dato allarmante, considerato che si verificano 13.000 nuovi casi ogni anno, ma soprattutto che basta un autoesame visivo per accendere il campanello d’allarme.

Da questa considerazione nasce “The screening banana”, il progetto sviluppato per Bennet, in collaborazione con Fondazione Veronesi, per sensibilizzare sull’importanza della diagnosi preventiva.

In tutti gli ipermercati Bennet, sulle banane, in corrispondenza di una macchia, è stato applicato uno sticker removibile che riporta i parametri fondamentali per un autoesame dei nei: colore, dimensione, simmetria e bordatura. Uno strumento semplicissimo che aiuta a “leggere” i propri nei, anche tramite un QR code che conduce a pagine di approfondimento su bennet.com.

Un gesto quotidiano come la spesa diventa così il boost per affrontare importanti temi sociali e culturali presso un vasto pubblico.

VOLKSWAGEN CERTIFIED PRE-OWNED

Buying a used car doesn’t mean making compromises, because some still guarantee top-level reliability. Like the Volkswagen Certified Pre-Owned: safe and backed by 110 quality checks, carried out by highly qualified professionals. That’s why every one of our cars is always
“Usata di zecca.”

ORGANIZzZzZz

IKEA - Una camera in ordine regala sonni tranquilli.

Sleeping well is a challenge these days. And to overcome it, we often turn to all sorts of remedies, overlooking the power of a simple yet essential ally: order. Together with IKEA Italia, we showed how organized spaces can lead to peaceful sleep through an integrated campaign that includes TV, digital, and DOOH across major Italian cities. The journey culminated in an experiential installation in the heart of Milan, where people are sleeping less and worse, to raise awareness and prove that “A tidy bedroom makes you sleep tight”. So that good sleep becomes easier to find for everyone.

TAG HOMOPHOBIA

In cities there are plaques for everything, but there are no plaques to remember the victims of homophobia, even though there were 116 attacks in Italy in only one year.

For the International Day against Homophobia, we published on Zurich Italy’s Instagram profile a post for each episode of violence, using geolocalization to install a virtual memorial at each address where the assault had taken place.

So, people searching on social media for the most popular location nearby, were faced not only with the beauty of the cities but also the dark side of homophobia.

ONE IN A THOUSAND

Motorsport is one of the most followed and celebrated realities in the world, but even if it has a very rich history, very few women have had the opportunity to write it.

This is why, on the occasion of International Women’s Day, Audi has decided to celebrate in a branded content the story of Fabrizia Pons, one of the most important protagonists of the racing world, who became a legend by testing a technology that made the evolution of motor racing: quattro-wheel drive. Because there are stories that, only if told, can inspire us to write new ones.

UNWASTED BOUQUET

Valentine’s Day is the day of love. And among all love stories, there is a very important one that involves us all: the one with the planet. That’s how the “Unwasted Bouquet” campaign designed for Bennet was born, launching the first Valentine’s Day bouquets made entirely from fresh seasonal vegetables, with the aim of raising awareness against food waste and promoting more sustainable habits.

The campaign, developed on social and digital channels, led to Bennet’s e-commerce site where people could find ingredients and video tutorials to compose their own favorite vegetable bouquet, combined with specific recipes to cook it using every part of it, until the last leaf. For a romantic, sustainable and waste-free dinner.

With Bennet’s Unwasted Bouquets, Valentine’s Day becomes an opportunity to remember that we should dedicate all our love and care to the environment.