Fiorucci Case study MAP OF CORRUPTION by McCann Milan

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Industry Grocery and Other foods
Media Case study
Market Italy
Agency McCann Milan
Executive Creative Director Alex Brunori
Art Director Riccardo Daverio
Copywriter Francesca Pagliarini, Jan Mattassi
Released May 2013


Cannes Lions 2013
Direct Lions Best Use of Direct Marketing; Flat Mailing Bronze

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Flat Mailing
Product/Service: COLD-CUTS
Executive Creative Director: Alex Brunori (McCann Worldgroup Italia)
Creative Director/Art Director: Gaetano Del Pizzo (McCann Worldgroup Italia)
Head Of Strategy/COO: Gianluca Ruggiero (McCann Worldgroup Italia)
Copywriter: Francesca Pagliarini (McCann Worldgroup Italia)
Art Director: Riccardo Daverio (McCann Worldgroup Italia)
Copywriter: Jan Mattassi (McCann Worldgroup Italia)
PR/Media Relation: Celeste Bertolini (McCann Worldgroup Italia)
Client Director/Account Supervisor: Roberta Cutuli/Moony Cusano (McCann Worldgroup Italia)
Editor Case Video: Simone Fatone (McCann Worldgroup Italia)
Head Of Design: Giorgia Lupi (Accurat)
Head Of Data Analist: Simone Quadri (Accurat)
Executive Producer: Gabriele Rossi (Accurat)
Data Web Analysis: Marco Vettorello (Accurat)
Information Design: Marco Bernardi (Accurat)
Content And Data Research: Davide Ciuffi (Accurat)
Information Design: Federica Fragapane (Accurat)
Information Design: Francesco Majno (Accurat)
Project Management: Emanuela Papone (Accurat)
Content And Data Research: Elisa Raciti (Accurat)
Visual Design: Teo Riva (Accurat)
Describe the brief from the client
This direct was targeted to the press and news journalists that covered in detail the campaign that Fiorucci - an Italian cold-cuts brand - did to expose the issue of corruption. Italy is in fact one of the most corrupt countries in Europe and its corrupt politicians are said to “eat pork”, because cold-cuts were used in the past as bribes. Thanks to the media exposure the campaign has become one of the most talked about in Italy and its 90" mockumentary about corruption, aired on the election day, has become the most viewed Italian commercial on YouTube ever.

Creative Execution

Fiorucci decided to pay back the enormous attention that journalists gave to the campaign with a unique tool that the journalists could use in their work. It took two months for a team of sociologists, data analysts and designers to come up with the first scientific map of the history of corruption in Italy, but the final result was well worth the effort. With this tool Fiorucci not only got recognized as the first Italian brand to openly denounce the issue of corruption, but also gave a scientific reason to believe in its exposé.

Creative Solution to the Brief/Objective.

In order to deepen the relationship with the media and get credited not only for exposing the issue of corruption but also for participating in the efforts to solve it, Fiorucci created the first scientific study of this kind in Italy, analyzing 20 years of corruption, from 1992 to 2013: a unique tool the journalists could use in their work. It took over two months of work for a team of sociologists, data analysts and designers to come up with the first scientific map of the history of corruption in Italy, shaped like a ham slice.


The map proved to be an effective and appreciated tool for journalists dealing with the issue of corruption, thanks to its high scientific value: in the top part there is information of economic and politic nature. In the bottom section there are the 47 main corruption-related events that have characterized these 20 years. The top part allows to compare indicators of economic nature and the trend of the citations of the terms "corruption" and "bribery" in the major Italian daily newspapers crossed with the perception of the Nation's corruption such as it is represented in the annual index of International Transparency.