Fiorucci Digital, Case study The Profiteers by McCann Milan, McCann Rome

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The Profiteers

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Industry Grocery and Other foods
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency McCann Milan
Director Nico Perez Veiga
Executive Creative Director Pietro Maestri, Alex Brunori
Creative Director Gaetano Del Pizzo
Editor Guido Notari, Damaso Queirazza
Agency McCann Rome
Director Nico Perez Veiga
Executive Creative Director Pietro Maestri, Alex Brunori
Creative Director Gaetano Del Pizzo
Art Director Fabio Cimino, Gaetano Del Pizzo
Producer Fabio Cimino, Alessandro Cavriani, Francesco Pistorio, Diego Panadisi
Account Supervisor Moony Cusano, Roberta Cutuli
Released March 2013


London International Awards 2013
Integration - Bronze Winners

Credits & Description

Entrant: McCann Worldgroup Italia, Milan
Fiorucci - Cold cuts
"The Profiteers"
Corporate Name of Client: Cesare Fiorucci S.p.A.
Client Account Directors: Athos Maestri
Eric Villain
Agency Account Directors: Roberta Cutuli
Moony Cusano
Planner: Federico Lodolini
Agency: McCann Worldgroup Italia , Milan
Executive Creative Director: Alex Brunori
Creative Director: Gaetano Del Pizzo
Copywriters: Francesca Pagliarini
Jan Mattassi
Fabio Cimino
Fabio Bartolomei
Art Directors: Gaetano Del Pizzo
Riccardo Daverio
Carlo Costa
Fabio Cimino
Cristiana Guidi
Executive Agency Producer: Fabio Cimino
Agency Producer: Fulvio Stisi
Social Media Strategist: Pasquale Ascione
Production Manager: Sara Deste
Design Company: Accurat , Milano
Design Director: Giorgia Lupi
Designers: Marco Bernardi
Federica Fragapane
Francesco Majno
Simone Quadri
Production Company: Mercurio Cinematografica , Milan
Director: Nico Perez Veiga
Senior Executive Producer: Francesco Pistorio
Executive Producer: Alessandro Cavriani
Director of Photography: Paco Femenia
Cinematographer: Paco Femenia
Post-Production Company: You Are , Milan
Editor: Damaso Queirazza
Head of Strategy - COO : Gianluca Ruggiero
Social Media Manager: Francesca Melodia
Social Community Manager: Daria D'Angelo
Sound Design Company: Suoni , Roma
Sound Designer: Claudio Bresciani
Music Production Company: Suoni , Rome
Music Composer: Riccardo Cimino
Special Events Manager: Chiara Gironi
Description of the Project:
Market relaunch of Fiorucci, a cold-cuts brand, with a high-impact campaign relevant to the Italians.
Italy is one of the most corrupt countries in Europe.
And corrupt politicians in Italy are said to “eat pork”, because cold-cuts were used in the past as bribes. That’s why Fiorucci decided to run a campaign to expose the issue of corruption.
We organized guerrilla, stunts, radio teaser 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. The film immediately spread online reaching 2.4 million views in just few days, thus becoming the most viewed Italian commercial on you tube ever. The film was supported by a Facebook page entitled “Power and cold-cuts” that became the largerst italian online political debate. Then we produced a unique tool for the journalist: the first scientific map of the history of corruption in Italy in a slice of ham.
Fiorucci obtained PR coverage worth 1.2 million euros, which translates into ROI of 3,700% and we reached a vast part of the Italian population (both online and offline), making this campaign one of the most talked about ever.