Cannes Lions

TV ADVERTISING OPPORTUNITIES

STUDIO UNIVERSAL, Rome / UNIVERSAL STUDIOS / 2005

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Overview

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Credits

Overview

Description

A calendar. That’s it?No. Because we played around with a word that has a double meaning in Italy, ‘Trama’:a) The plot of a film, the story told;b) The weft of fabric, the thread within.An unambiguous title “Le Trame del Cinema”, which takes on a new meaning when looking at the calendar.Key detail: a title on each fabric - in a clothes-tab style - dedicated to the genre of cinema it represents.

Outcome

An increase in brand awareness (+25%) by targets. Out of the 1000 mailings, 85% call back.

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