Fitosonno Film Fitosonno: TENNIS by J. Walter Thompson Italy

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Fitosonno: TENNIS

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Industry Health & Pharmaceuticals, Health & Pharmaceutical Products
Media Film
Market Italy
Agency J. Walter Thompson Italy
Director Veronica Mengoli
Art Director Flavio Mainoli, Cristiana Bocassini
Copywriter Bruno Bertelli, Pietro Maestri, Ecd Pietro Maestri - Associate Creat Dir Paolo Cesano
Producer Alain Sanyas
Account Supervisor Giovanna Curti
Released June 2011


Cannes Lions 2011
Film Lions Pharmacy Bronze

Credits & Description

Type of Entry: Product & Service
Category: Pharmacy
Advertiser/Client: BAYER
Entrant Company: DIAVIVA Reggio Emilia, ITALY
Advertising Agency: JWT ITALIA Milan, ITALY
Art Director: Flavio Mainoli, Cristiana Bocassini
Copywriter: Paolo Cesano, Bruno Bertelli
Agency Producer: Cecilia Barberis
Account Supervisor: Giovanna Curti
Production Company: DIAVIVA Reggio Emilia, ITALY
Director: Veronica Mengoli
Producer: Alain Sanyas
Sound Studio: Top Digital
Music: Artist/Title: Paul Mottram / Veiled in satin
Brief Explanation:
Fitosonno is a natural product against sleep disorders, so it is not positioned as a classic sleeping pill (ie. a strong drug for chronic insomnia) but a natural aid for occasional sleep problems. One of the main causes of insomnia for those who don’t suffer from it acutely is incapacity to put day-to-day problems out of mind and relax. The product’s promise (“you can’t eliminate your problems but you can sleep well with them”) plays on the above mentioned insight and offers not only sleep but also peace of mind. This ad is being scheduled almost exclusively at night, to address a target that watches TV because they can’t get to sleep.