WE'LL TAKE IT AWAY by STV DDB Milan for MIBAC

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WE'LL TAKE IT AWAY

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Industry Public awareness
Media Promo & PR, Case study
Market Italy
Agency STV DDB Milan
Art Director Ricard Valero
Copywriter Luca Albanese, Alessandro Mian, Francesco Taddeucci
Account Supervisor Antonia Carla Cammarano
Released December 2009

Credits & Description

Category: Best Localisation Campaign
Advertiser: MIBAC
Product/Service: MINISTRY OF CULTURAL HERITAGE & ACTIVITIES
Agency: DDB
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: DDB, Milan, ITALY
Executive Creative Director: Luca Albanese (DDB Group Italy)
Executive Creative Director/Copywriter: Francesco Taddeucci (DDB Group Italy)
Art Director: Ricard Valero (DDB Group Italy)
Copywriter: Francesco Taddeucci (DDB Group Italy)
Copywriter: Alessandro Mian (DDB Group Italy)
Account Supervisor: Antonia Carla Cammarano (DDB Group Italy)
Production Company: Josè Bagnarelli (Eccetera)
Photography: Gallery Stock (Gallery Stock)
Post Production: Oplà Production- Rocque (Oplà Production- Rocque)
Production Company: UVC (UVC)
Media placement: TV 3 Spots - Telesia , RAI. - 21 December 2009
Media placement: Radio 3 Spots - Gruppo 24 Ore, RAI 1, RAI 2, RAI 3 - 24 December 2009
Media placement: Daily Press/Magazine 3 Subjects - Repubblica, Corriere Della Sera, Il Giorno, Il Giornale - 18 December 2009
Media placement: Poster/Billboard 3 Subjects - Main Cities, Rome, Milan - 17 January 2010
Media placement: Guerrilla - Main Cities, Rome, Milan - 1-5 December 2009

Results and Effectiveness

The Ministry achieved a lot of visibility and its awareness grew a lot. The campaign had an immediate media impact, with strong interest from the main national newspapers and radio stations. A lot of word of mouth and rumours were generated on the Internet and lots of comments and reactions were posted on the Ministry Facebook page.

Creative Execution

This insight was described with a strong and provocative message: show some of Italy's most famous monuments literally being carried away from a country which clearly is unable to appreciate them. The message is summarised in a clearly provocative admonishment: "If you don't visit it, we'll take it away". he campaign was launched aiming to let Italians really think that many of the most important monuments were about to be brought abroad. In the first place the use of guerrilla allowed to generate buzz around the initiative. In agreement with the Ministry, we organised a fake press conference where it was announced that some Italian monuments would be moved and sent abroad. We put fake scaffolds near important monuments, together with some tow cars and barriers, and we hanged a warning communicating that these monuments would be carried away from Italy. In the second place we revealed the real objective of all this with a print, outdoor, radio and TV campaign.

Insights, Strategy & the Idea
Objective of the case was to encourage Italians to rediscover their country's artistic wonders. Marketing objective was to reverse the negative trend of museum visits. Target was all Italians, this is because often Italians devote time to art only when they are in foreign countries, despite the fact that 50% of the world's artistic heritage is in Italy. This is therefore the unique insight that shaped our idea. It was relevant for the client, being the Ministry of Cultural Heritage and Activities, while it was also relevant for the target as they do not know how many great and famous artistic wonders there are in their own country.