Cannes Contenders: Italy

Amplifon A Special Hearing Test

In a world in which artificial intelligence (AI) has taken control of most of our conversations, Italian-based Amplifon, a global leader in hearing healthcare, has created the most human, honest and non-artificial campaign in which a routine medical procedure becomes the most personal and emotional experience.

If you tap into a universal, human need for connection, you might improve people’s lives.

The real-people, hidden-camera 'format', that was launched as a local campaign in Italy and Spain, has been so successful for the brand at touching hearts, that it has been adapted internationally in France, Australia and the USA, demonstrating that if you tap into a universal, human need for connection, you might improve people’s lives. Nothing artificial.

Amplifon – The Special Hearing Test - (Italy)

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Agency Small/New York
Production Company Indiana Production
Director Sam Cadman

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Agency Small/New York
Production Company Indiana Production
Director Sam Cadman
Executive Producer Karim Bartoletti
Senior Producer Silvia Bergamaschi
Post Production Proxima Milano
Senior Post Producer Alga Pastorelli
Audio Post Bravagente Audio

Music Stabbiolo Music
Composer Alessandro Cristofori
Composer Diego Perugini
Executive Creative Director Luca Pannese
Executive Creative Director Luca Lorenzini
Creative Director Paolo Montanari
Copywriter Victor Moron Ruiz
Copywriter Jaime Ludena

Art Director Jose Hernandez
Producer Claudia Ammassari
DP Matthew Woolf
Editor Luca Angeleri
Colorist Danilo Vittori

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Sephora Getting Ready

This commercial from Sephora, the multinational retailer of personal care and beauty products, touches on a very serious and relevant issue in Italy: gender-based violence. Great storytelling and direction allow this commercial to focus on the emotional and psychological abuse which a lot of women keep to themselves.

Sephora needs a round of applause for having the courage to unearth such a serious issue.

Sephora needs a round of applause for having the courage to unearth such a serious issue like psychological violence in such a courageous way.

Sephora – Getting Ready

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Agency Le Pub/Milan
Production Company Movie Magic International
Director Juul Op den Kamp

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Agency Le Pub/Milan
Production Company Movie Magic International
Director Juul Op den Kamp
Global Chief Creative Officer Cristiana Boccassini
Chief Creative Officer Francesco Andrea Poletti
Creative Director Marie Poumeyrol
Senior Art Director Mattia Anelli
Senior Copywriter Andrea Zanino

Copywriter Alessandro Grillini
Art Director Madalena Goncalves
Producer Luana Strafile
Producer Giada Sidoti
Executive Producer Annalisa de Maria
Producer Camilla Sangermani
DP Myrthe Mosterman
Editor Eleonora Cao

Editor Tommaso Bianchi

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Raffo Decisamente Pugliese

I tried to find the English translated version of this commercial and then realised that the whole concept and the whole insight of the Raffo beer campaign is about it being a local brand from the Puglia Region, proud of its Puglia-ness. In fact, the rebranding of Raffo beer, a more than 100-year local brand, now owned by a multinational beer company, is a comedy-based, pride-induced film showing what it means to be 'Puglieseeee' (from Puglia).

A perfect example of how a great execution can make a great idea both global and local at the same time.

Imagine the Nike Londoner commercial with a Pugliese style. I think there is no translation needed, this is a perfect example of how a great execution can make a great idea both global and local at the same time. This campaign adopts a non-Italian film language to makes it perfectly Italian… better yet, perfectly Puglieseeeeee.

Raffo – Decisamente Pugliese

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Agency McCann Worldgroup Italy
Production Company Think Cattleya
Director Miguel Usandivaras

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Agency McCann Worldgroup Italy
Production Company Think Cattleya
Director Miguel Usandivaras
Chief Creative Officer Alessandro Sciortino
Associate Creative Director Filippo Formentini
General Manager Roberta Cutuli
Producer Michele Virgilio
Post Production & VFX Artificio

Post Audio Sample Audiofficina
Music Quiet Please
Associate Creative Director Simone Romani
Head of MWG Rome Daniela Ferro
Account Senior Luca Muzzioli
Strategic Planner Ornella Messina

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Ceres Browmance

Ceres unveiled this seemingly little commercial during the biggest TV moment in Italy - the Sanremo Music Festival – and it was an unexpected success. Ceres has always been a little irreverent in its communication, and in this mixed-media commercial it maintains its status as a 'little brand that can'.

This mixed-media commercial [Ceres'] maintains its status as a 'little brand that can'.

As the title of the commercial suggests, the commercial starts as a possible 'connection' between two strangers that seem to think alike, until the wrong-choice-ending. Comparative ads in Italy are not allowed, this is as close as we can get… with a smile, because effectively... nobody’s perfect.

Ceres – Ceres

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Agency We are Social/Milan
Production Company Dadomani
Director Fabio Cirilli

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Agency We are Social/Milan
Production Company Dadomani
Director Fabio Cirilli

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CoorDown No Decision Without Us

Coordown, the Italian national coordination of Down Syndrome Associations, which every year renews its advocacy and awareness vows with great insightful, creative, impactful content on World Down Syndrome Day (March 21st), has done it again: same cause, same advocacy, different insight, different creative kept together with an amazing execution.

Same cause, same advocacy, different insight, different creative kept together with an amazing execution.

No Decision Without Us, is a musical-inspired film that has people with disabilities 'sing' about needing to be included in the places “where the decisions are made”. This is the first Coordown campaign - in 13 years of very successful campaigns on a global level – in which a wide range of disabilities, starting with Down Syndrome, are present, underlining how important the issue of more inclusive decision-making processes are in organisations, businesses and civic life. CoorDown has done it again.