Italy's Top Prospects for Cannes 2018
From Diesel's celebration of flaws to shared drama from Heineken, DUDE Milan's ECD, Lorenzo Picchiotti, selects the ads which might pick up metal at Cannes.
Heineken Share the Drama
Heineken has a long tradition of excellent campaigns made by Italian creatives. There is always a huge expectation when a new spot is released, particularly if the director is Fredrik Bond. Flawless execution, as usual, from Publicis.
IKEA The Changing Catalogue
An example of the great ads DDB Italy is creating for IKEA. This project was super fun, based on a singular but real insight.
OkCupid Dating Deserves Better
This is a collaboration between Wieden+Kennedy and Toilet Paper magazine, created by the Italian artists Maurizio Cattelan and Pierpaolo Ferrari. A simple and smart concept for the dating app OkCupid, reappropriating the acronym DTF (Down To Fuck). Funny and brilliant copy with bold and impactful visual in classic Toilet Paper style.
Diesel Go with the Flaw
It’s great that a cool, innovative Italian brand like Diesel is finally working with an Italian agency. This new direction for the brand is inspiring and powerful and Publicis’ commercial is a real breath of fresh air. Edith Piaf’s song is just the cherry on top.
Gucci
I don’t know if Gucci will enter anything at Cannes this year. Since appointing Alessandro Michele as its creative director, Gucci is not only about new products but also communication. It could be a runway show, a huge billboard or something on Instagram. It’s always surprising and fresh. The brand is a huge inspiration for any creative and a big source of pride for Italians.
