Cannes Lions

INT.LE MOBILE TELEPHONY

ETNOCOM ETNOMKTG, Rome / TIM / 2012

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Overview

Description

The "Orchestra di Piazza Vittorio" is a band born in Rome in 2002 and made up of folk, classical, pop, jazz and street artists coming from different parts of the world. All of them are immigrants, arrived in Italy with the hope of changing their life destiny. Their music is the result of the mix of many native cultures: a “syntetic” proposition which represents the natural musical consequence of the melting pot. The OPV has been chosen to testify the Brand attitude vs the immigrants target and to enhance its respect and understanding of a new possible culture and its effort to address the needs of this new generation of clients. Each artist has been required to pick up a significant popular song of his native country. The Orchestra has rearranged 7songs (total 7 commercials) in its peculiar way, translating the tradition into its multicultural approach. As per the real life, each artist/immigrant experiences the “most beautiful music” through the ears of his new life, but at the same time, thanks to the phone, the “most beautiful music” remains the voice oh his beloved ones. Etnocom etnomktg is the only Italian agency fully dedicated to the multiethnic marketing.

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