Dentsu Italy and the agency’s ten clients (Sky, Nestlé, Very Mobile, Fastweb, Plasmon, KFC, Engie, Pringles, WindTre, Heinz) celebrate Pride with a rainbow creativity — an advertising campaign which launched in newspapers and out of home. It was scheduled for the last two weeks of June.
All the companies that chose to join the Dentsu project, had the opportunity to be heroes with their logos, in different subjects and media formats.
The creative idea draws its strength from simplicity: a multi-brand rainbow, where each brand is associated with a rainbow flag color.
Stefano Morelli, 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. The fact that large companies that share the market attention on a daily basis are now sharing the same space is a very strong signal.”
Thanks to the support of IGPDecaux, Urban Vision and VG Pubblicità, the Dentsu 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, the campaign has been published in newspapers just below the news of the debate about Italy’s anti-homophobia law between government and Vatican with perfect media placement.
Morelli concludes, “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:
- Chief Executive Director: Stefano Morelli
- Executive Creative Director: Maurizio Tozzini
- Art Supervisor: Daniele Baglioni
- Copy Supervisor: Gianluca Nucaro
- Designer Director: Laura Liguori
- Designer: Stefano Tirolese
- Head Of Operations: Chiara Lamera
- Head Of Media Relations: Giovanna Scutari
