Entertainment Lions For Music > Music-led Brand Experience
TBWA\ITALIA, Milan / ENI PLENITUDE / 2023
Overview
Credits
Why is this work relevant for Music Entertainment?
We gave a twist to Sanremo Music Festival, raising awareness about green energy, during the most beloved and popular Italian event, with a song unlike any other. For the first time, Italians listened to the sound of nature, in prime-time on TV. We found a way to make a connection between natural energy and the world of entertainment, creating a song that combines the two. Music is the most beloved language in the country: thanks to its power, we showed the true potential of green energies.
Background
In Italy, the path toward sustainable development is still in its early stages. Plenitude is an Italian energy provider, launched in 2022 and offering sustainable energy solutions to the country. We had to connect people with the concept of green energy. There was no better way than doing it at Italy's most popular event: Sanremo Festival, a 73-year long contest where artists and guests meet every year, in the name of music.
Describe the strategy & insight
The European Union is planning on becoming a 100% carbon-neutral continent. However, few people understand the potential of nature and green energy. Italy is indeed only 15th in the ranking of the most sustainable European countries.
We needed to show Italians the power of nature, so we gave them a taste of it at Sanremo: home of the biggest Italian music festival, also known as the city of flowers.
It was the perfect combination. We were able to raise awareness and education to a wider audience, in the name of nature.
The younger Sanremo audience is growing more and more. It was a great chance to start a conversation about the future.
This has a ripple effect that extends far beyond Sanremo Music Festival. It’s a key factor of Eni Plenitude’s strategy which aims towards the energy transition.
Describe the creative idea
To make Italians understand the potential of natural energy, we had to let everyone listen to it. We created a 100% plant-based melody and played it live in the city of flowers, during Italy's most popular musical event. Blooming Symphony was a song no one had ever heard before. It was produced with a technology that transforms the energy of plants into notes and created by an exceptional producer in the Italian music scene: Dardust.
Describe the craft & execution
Blooming Symphony was created using an innovative device that detects electrical variations of plants and converts them into sound waves. The sensors, placed on the leaves and stems of strelitzias, cyclamen, spathiphyllum, and hellebores, captured their signals and transformed them into notes.
To shape the actual song, we asked Dardust for help: an artist and music producer known for creating and writing a large number of successful songs in the Italian pop-music scene and Sanremo contest. He sampled the sequence and performed it live, during the opening night of Sanremo Festival. The plants reacted with sounds at his stimulations, just like instruments. The performance was broadcasted in prime-time on Rai1, the main Italian TV channel.
Describe the results
The prime-time broadcast was held during a show that reached over 14 million TV viewers, with an average 63% share and a +10% growing younger audience.
The performance generated engagement on the web with 286.372 interactions and 388 mentions, obtaining a 57% positive sentiment.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Sanremo Festival can be defined as ‘the Italian Superbowl’. Born 73 years ago, it has always been the reflection of Italian society. Every year, the country shuts down for a whole week. Among families and friends, at home, in the bars and in the streets, you can hear everyone talking about the artists and the guests.
The event also generated more than 12 million social media interactions and many social side events, where everyone connected to talk about what happened in the City of Flowers.
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