In my periodic critique of Italian ad campaigns, a new bar has been set.
Up High. This is not the gold standard, but the platinum one - done for none other than my favorite local newspaper,
Il Messaggero. And, it's innovative for a number of reasons -- it shows how the internet, when put to good use, can break the boundaries and really provide something useful: a campaign that's fun to see, memorable, doesn't contribute to eye pollution, and hopefully, succeeds in selling more papers. This campaign was a result of a contest on
BootB amongst Creative agencies (winner: LS&Partners). And, whomever selected it, showed that Italians
can have a sophisticated sense of humour when it comes to ad delivery. The tag line?
Il Messaggero: The best news-Always (or, for all time...)
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Rome Burns. Nero "Not me!" |
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Cleopatra & Antony: we'll take on Rome |
Advertising Age? A healthy 42 years old.
And, now,
you can create your own headlines! Follow their template - awesome.
2 comments:
Francesca:
I tried hard but I still didn't get it. 'Splain it to me.
Davide
which part? the ad itself? or my rating?
- the ad...headlines of days gone by as they would have appeared in the messaggero / thumbs up.
- my rating? considering most ads here (& if you'd have heard the old messaggero ads, right out of your 5th grade group project, you'd know why I'm so pleased),
- people asking the newsstand guy for the messaggero - so stupid i forgot to listen...
So, you've forgotten your British humour???
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