Archive for the ‘stories’ Category

Foreword by Juan Cabral

novembre 19, 2008

When i started working in advertising i thought that ideas where the driving force of industry. Silly me. Of course i later figured out that i was all about numbers.

But i have to say, that for the last couples of years. I’ve realized that it’s not about numbers anymore. Numbers evolved into something else. Something worse.

The real driving force of industry is FEAR.

Fear is the real client these days. What a shame.

Clients deal with too much pressure. Almost to the point where they can’t think for themselves- it’s like something else controls their heaads. That’s why ads are becoming more mediocre at a time when media is blossoming.

So there’s more mediocrity around us.

But i have to say, i’ve been pretty lucky with a few of the clients i’ve worked with lately. I would go even further and say thanks to them.

For leaving fear outside the meeting room.

For avoiding safety (there is no safety).

And for thinking with thei hearts ( at least for a brief moment – that takes some guts).

Because it’s about winning people’s hearts, not their heads.

That’s where healthy brands live, in the audience’s hearts.

Agencies and clients need to work hard to create bubbles where ideas can be fertile. Where brands can drean- even for a bit. In those sporadic moments i remind myself where the real force of the industry lies.

(vecchio spot Nike del primo gennaio 2000 -millenium bug- W+K + Spike Jonze)


Mama Lucchetti

novembre 16, 2008

Client: Lucchetti
Agency: Madre
Creative Director: Madre
Copywriter: Madre
Art Director: Madre
Production Company: PepperMelon
Executive Producer: Fernando Sarmiento
Director: Tomas García,
Art Direction: Juan Molinet
Senior Animator: Martin Dasnoy
Animator: Leandro Feuz,
Ignacio Godoy,
Diego Collell
3D Modeling: Ignacio Godoy,
Guillermo Kelly,
Diego Rozek

Due spot perfetti

novembre 2, 2008

Il primo è della DDB Barcellona (capolavoro assoluto). Il secondo è uno spot pro bono per Barnardos (yellow pencil al D&ad), lo firma il direttore creativo della BBH Londra, Nick Gill, una delle migliori penne del pianeta.

Nike fate by David Fincher & W+K

novembre 2, 2008

La colonna sonora di Morricone fa il 50% dello spot, l’alra metà la fa il regista.

Vote for change

novembre 2, 2008

Aspettando la notte di martedi incrocio le dita per Obama.

An EXCELlent videoclip

novembre 2, 2008

Droga5 for Obama

ottobre 19, 2008

“remember Al Gore fucked by Florida?”

L’orsetto di Sky

ottobre 15, 2008

Senz’ altro il film più bello uscito quest’anno nel nostro paese.
Mi racconta una storia bellissima, mi commuove, mi dice quello che mi deve dire.
Complimenti alla 1861 United e ai creativi Federico Ghiso e Giorcio Cignoni.

Non ci crederete…

settembre 29, 2008

…ma oggi ho visto passare un leone proprio davanti ai miei occhi.

Che storia.

Nike here i am

settembre 29, 2008

Enjoy the entire campaign

Ciao Advertiti,
We would like to inform you about the new Pan-European campaign ‘Here I am’ by Nike Women.
NikeWomen ‘Here I Am’ campaign celebrates emotional strength of girls who play sports
Nike is celebrating female athletes with a new Pan-European campaign entitled “Here I am”, with 5 animated films starring Maria Sharapova, Simona La Mantia, Nicola Spirig, Nicola Sanders and Delphine Delsalle.In this ‘Here I am’ campaign, Nike strives to inspire a new generation of women to experience the impact of sports on life. To do so Nike is launching a series of animated films featuring five young female European athletes. Each film shows the unique athlete’s journey towards mental strength gained through sports.

In the five animated films Nike shares the stories of famous Russian tennis player Maria Sharapova whose critics have unwittingly fueled her success, Italian triple jumper Simona La Mantia who found her strength in what she thought was her greatest weakness, Swiss triathlete Nicola Spirig who thrives in apocalyptic weather conditions, 400M sprinter from the UK Nicola Sanders whose animated body parts show us the age-old struggle between mind and body and French Judoka Delphine Delsalle who defeats a multitude of disapproving opponents yet retains her femininity.

W+K Amsterdam ( teamed up with production companies Paranoid and Stink Digital to create the five animated films. MindShare is the media agency. SocialMedia8 ( is responsible for the viral seeding. Tracking the reach of the viral commercials is done with (

View all spots on (subtitled in Italian)

Or embed all 5 Nike ‘Here I Am’ spots in one YouTube player:

Visuals can be found at

With kind regards

Warioland shake it

settembre 27, 2008

lo potete guardare qui

This shake-up brought to you by Wii

Bogusky, a band apart

settembre 26, 2008

Alex Bogusky create lots of terrific BurgerKing’s  campaigns. This one is a masterpiece.

But Bogusky is an evil genius, and during the holydays wrote a book: “the 9inch diet”.

The 9-Inch Diet is the healthy eating plan America has been waiting for. Far from the fad diets that momentarily populate bestseller shelves, this book promotes a lifestyle that’s simple to understand and easy to stick to. Considering that, on average, we’re now consuming more than 300 excess calories per day, switching to a smaller plate can make a big difference. It’s hard to dispute the facts: by using a 9-inch plate at every meal, we can decrease our caloric intake by 30 to 35 percent! Written by Alex Bogusky with Chuck Porter, The 9-Inch Diet tackles new diet book territory—at one turn focusing on the psychology of why we eat the way we do, while at another providing detailed instructions on how to make plate stepping stones for your garden. Full of pop culture references and expert advice, it’s the first diet book that’s as comfortable on the coffee table as it is on the kitchen table. Bogusky and Porter run what is arguably the most creative advertising agency in the country, if not the world. With years of experience manipulating the masses, two of the best tricksters in the industry explain how you as a consumer are being duped, and how you are actually a part of the conspiracy to make you fat. But more importantly, they teach you how to break the cycle. 

trovi il libro qui

Eastpak built to be viral

settembre 25, 2008

Un teaser? Il primo atto di una nuova campagna?

Di sicuro c’è un nuovo personaggio: Billy i-idol, pare che piaccia tanto alle donne.Vedremo come andrà a finire nelle settimane a venire.

Channel 4 Kubrick season.

luglio 17, 2008

Levi’s moonwalker viral

luglio 10, 2008


Smart: Gas can blues

luglio 1, 2008

Grandissima idea.
L’agenzia è Jung von Matt, Hamburg
art: Gun Kanjapokin / Riccardo Distefano
copy; Daniel Pieracci / Fabio Straccia

Audi Gymnast

luglio 1, 2008

BBH, London
creativi: Jim Hilson & Toby Allen
regia Paul Hunter

Tony Kaye per Kronenbourg

giugno 30, 2008

Saatchi & Saatchi, London

Nick O’Brien & Paloma Ree

Perle ai porci

giugno 27, 2008

Great concept, as usual.
Copywriter: Stefania Siani / Art Director: Federico Pepe

Cannes Lions 2008

giugno 16, 2008

Il grand prix della categoria stampa

Meritatissimo: grande idea, grandissimo insight, giusto contenuto di provocazione e innovazione.
Una campagna perfetta.
Si è scoperto che la campagna è sostanzialmente identica a una vecchia campagna per nickelodeon. Peccato.
L’Italia quest’anno ha preso due leoni d’argento con la bellissima campagna per Voltaren
(anche se è stata iscritta sotto le insegne della Svizzera) e con Koleston

rispettivamente di Saatchi & Saatchi e Leo Burnett.

Un pò di link per il festival di quest’anno, annunciato come il più grande di sempre.
Un interessante articolo e un video su Advertising age, pronostici e aggiornamenti sul blog di Taddeucci, le aspettative degli italiani, le polemiche preventive e i lamenti.

I miei favoriti per la tv: Cadbury/Gorilla, Freddy/100 meters, il cane timido di VW e la bicicletta che esce di notte di Orange..

Per il grand prix tifo Juan Cabral che se la gioca contro Halo3.