Rolling Stone Magazine Film, Digital Back to Rock [video] by DLV BBDO Milan

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Back to Rock [video]

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Industry Magazines
Media Film, Digital, Interactive & Mobile
Market Italy
Agency DLV BBDO Milan
Director Gerardo Del Hierro
Executive Creative Director Federico Pepe, Stefania Siani
Copywriter Matteo Maggiore
Illustrator Gerardo Del Hierro
Released September 2012

Credits & Description

Advertiser: EDITRICE QUADRATUM
Agency: DLV BBDO
Category: Other Video Content
Advertising campaign: BACK TO ROCK
Agency Producer: Chiara Bergamaschi (Dlv BBDO)
: Carmelo Sciuto
Art Director: Federico Pepe (Dlv BBDO)
Animator: Gerardo Del Hierro (Svperbe)
Illustrator: Gerardo Del Hierro (Svperbe)
Copywriter: Matteo Maggiore (Dlv BBDO)
Executive Creative Director: Stefania Siani (Dlv BBDO)
Speaker: Alex Rendall
Director: Gerardo Del Hierro (Svperbe)
Agency Producer: Marijiana Vukomanovic (Dlv BBDO)
Executive Creative Director: Federico Pepe (Dlv BBDO)
Implementation
Insight: When we was baby, our conduct was similar to a rockstar.We burp in our mother face and never say sorry, we didn’t feel guilty when we defaced the walls at home. We’ve always been the centre of attention and they would have done anything to satisfy our every whim.So, to describe this we've chosen an animation dark style, similar to child drawings.In the 30-second spot, a black and white pencil animation morphs between images of rock ‘n’ roll and infantile behaviour. A painted treatment adds a handmade and craft sensation, giving a high value to the voiceover and soundtrack was created ad hoc for this commercial.
Client Brief Or Objective
Advert in a strong and original way that the new Rolling Stone magazine copy is at news stands.Focus on 30-50 years old.
Outcome
The target looks at the commercial in a positive and curious way. Lots of buzz online and sharing on Facebook, Twitter and Pinterest page.Also, Rolling Stone Magazine recorded an increase in sales of 7% in the first week.Strong call to action to buy the new copies of Rolling Stone Magazine and find a great inside for the new target: 30-50 years old, the old rock'n roll generation.