Fiorucci Promo, Case study THE PROFITEERS by McCann Milan, McCann Rome

Adsarchive » Promo , Case study » Fiorucci » THE PROFITEERS


Pin to Collection
Add a note
Industry Grocery and Other foods
Media Promo & PR, 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

Category: Best Use of Social Media
Advertising campaign: THE PROFITEERS
Sound Designer: Claudio Bresciani (Suoni)
Agency Producer: Fabio Cimino (McCann Worldgroup Italia S.R.L.)
Head Of Strategy - COO: Gianluca Ruggiero (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.)
Digital - Copywriter: Jan Mattassi (McCann Worldgroup Italia S.R.L.)
Digital - Art Director: Riccardo Daverio (McCann Worldgroup Italia S.R.L.)
Project Manager: Sara Deste (McCann Worldgroup Italia S.R.L.)
Editor Video-Case: Fabio Cimino (McCann Worldgroup Italia S.R.L.)
Director: Nico Perez Veiga (Mercurio Cinematografica)
Social Media Consultant: Pasquale Ascione (McCann Worldgroup Italia S.R.L.)
Music Composer: Riccardo Cimino (Suoni)
Producer: Alessandro Cavriani (Mercurio Cinematografica)
Executive Creative Director: Alex Brunori (McCann Worldgroup Italia S.R.L.)
Social Community Manager: Diana D'Angelo (McCann Worldgroup Italia S.R.L.)
Planner: Federico Lodolini (McCann Worldgroup Italia S.R.L.)
Social Media Manager: Francesca Melodia (McCann Worldgroup Italia S.R.L.)
Executive Producer: Francesco Pistorio (Mercurio Cinematografica)
Creative Director - Art Director: Gaetano Del Pizzo (McCann Worldgroup Italia S.R.L.)
Client Director: Roberta Cutuli (McCann Worldgroup Italia S.R.L.)

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.

This activity was 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. 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 and more than 700,000 users involved. As a result, with more than 2 million views, the film, in just two weeks, became the most viewed Italian commercial on YouTube, ever.

The mockumentary on YouTube was supported by a Facebook page entitled 'Power and cold-cuts'. We fed the page at first with reports of the guerrilla activities we organized the week before the election (aimed at drawing attention to the corruption issue and to maximize the effect of the mockumentary that was going to be aired on election day). Then, everyday, inspired by the news in Italy, a discussion about corruption was ignited, activating a whopping 200% engagement rate, involving more than 700,000 users in a heated debate.