Fiorucci Case study THE PROFITEERS 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 Cristiana Guidi
Copywriter Francesca Pagliarini, Fabio Bartolomei
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: COLD CUTS
Editor Case Video: Milush Manimendra (McCann Worldgroup Italia S.R.L.)
Executive Producer: Diego Panadisi (Why Worry Production)
Sound Designer: Claudio Bresciani (Suoni)
Music Composer: Riccardo Cimino (Suoni)
Director Of Photography: Paco Femenia (Mercurio Cinematografica)
Producer: Alessandro Cavriani (Mercurio Cinematografica)
Director: Nico Perez Veiga (Mercurio Cinematografica)
Executive Producer: Francesco Pistorio (Mercurio Cinematografica)
PR - Media Relations: Celeste Bertolini (McCann Worldgroup Italia S.R.L.)
Planner: Federico Lodolini (McCann Worldgroup Italia S.R.L.)
Account Executive: Arianna Tota (McCann Worldgroup Italia S.R.L.)
Account Supervisor: Moony Cusano (McCann Worldgroup Italia S.R.L.)
Client Director: Roberta Cutuli (McCann Worldgroup Italia S.R.L.)
Copywriter: Francesca Pagliarini (McCann Worldgroup Italia S.R.L.)
Copywriter: Fabio Bartolomei (McCann Worldgroup Italia S.R.L.)
Art Director: Cristiana Guidi (McCann Worldgroup Italia S.R.L.)
Art Director - Agency Producer: Fabio Cimino (McCann Worldgroup Italia S.R.L.)
Head Of Strategy - Chief Operating Officer: Gianluca Ruggiero (McCann Worldgroup Italia S.R.L.)
Creative Director - Art Director: Gaetano Del Pizzo (McCann Worldgroup Italia S.R.L.)
Executive Creative Director: Alex Brunori (McCann Worldgroup Italia S.R.L.)

Results and Effectiveness

The activities were a part of a wider Media Plan that had the purpose to spread the campaign as much as possible as well as maximizing the talk about it. As a result, we obtained a PR coverage worth 1.2 million Euro, which translates into a ROI of +3,700%, reaching 14% of the Italian population both online and offline. On Social Media, this activity fed an editorial plan that was able to transform the campaign Facebook page in one of the most active political forum during elections, with a whopping 200% engagement rate peak.

Creative Execution

We organized guerrilla activities the week before the election aimed at drawing attention to the corruption issue and to maximize the effect of the TV commercial that was going to be aired on election day.
Guerrilla. We stuck thousands of mortadella slices with the line: 'Eat this pork too' on election posters.
Stunt. We sculpted two huge mortadellas, mounted them on three-wheeler vans with same message and drove them through Rome to two iconic targets: the Parliament and Government buildings.
Sampling. Near polling stations on Election Day we distributed slices of mortadella inside voting forms with the line 'Eat this pork too'.

Insights, Strategy and the Idea

Fiorucci is a cold cuts Brand that after years of silence needed a relaunch.
In Italy, corruption is a serious issue that affects politics as well as all aspects of public life; and it was the main topic during the 2013 national election campaign, after decades of Berlusconi.
As cold-cuts were often used in the past as a bribe, corrupted politicians are said 'to eat pork'; that’s why we decided that it was the right time for a campaign on corruption, featuring cold-cuts as a substitution for money.Our purpose was to underline Fiorucci’s irrestibility, while drawing attention to the critical issue of corruption.