ASSOGIOCATTOLI
HOW DO YOU RAISE AWARENESS AMONG PARENTS AND CAREGIVERS ABOUT THE IMPORTANCE OF USING A CHILD CAR SEAT WITHOUT RESORTING TO SHOCKING IMAGERY? AND HOW DO YOU TURN A LEGAL OBLIGATION INTO AN ACT OF SHARED RESPONSIBILITY?
INSTEAD OF DEPICTING THE ACCIDENT ITSELF, WE CHOSE TO FOCUS ON ITS MOST HEARTBREAKING CONSEQUENCE THROUGH A METAPHOR THAT IS BOTH SIMPLE AND UNIVERSAL: AN EMPTY SEAT, SYMBOLIZING A FUTURE THAT NEVER CAME TO BE.
THE COMMERCIAL WAS CREATED ENTIRELY USING ARTIFICIAL INTELLIGENCE, INCLUDING THE ORIGINAL SOUNDTRACK. THIS INNOVATIVE APPROACH ENABLED US TO STRENGTHEN THE STORYTELLING WHILE WORKING WITHIN A LIMITED BUDGET, WITHOUT COMPROMISING THE SENSITIVITY REQUIRED FOR SUCH A DELICATE SUBJECT.
THE CAMPAIGN WAS AIRED ACROSS ITALY'S LEADING NATIONAL TELEVISION NETWORKS AND WAS ALSO DEVELOPED FOR RADIO, DIGITAL, AND SOCIAL MEDIA, CREATING A FULLY INTEGRATED COMMUNICATION ECOSYSTEM.
CREDITS
CLIENT MIT / ASSOGIOCATTOLI
EXECUTIVE CREATIVE DIRECTOR / ART DIRECTOR NICO MARCHESI
CREATIVE DIRECTOR / COPYWRITER / CREATIVE STRATEGIST / AI MUSIC DESIGNER HILIJA RUSSO
HEAD OF CLIENT SERVICES IVANA COSTA
PRODUCTION AKITAFILM/REBELOTT
