TV8 - Italia’s got Talent
Printed campaign
Brief. Communicate the great comeback of the show on TV8 after a year of “pause”, focusing the attention on two new judges (Federica Pellegrini and Mara Maionchi).
Insight. The choice of these new judges, a veteran of talent shows and the most talented Italian swimmer ever, showed the will to make a stand from the previous editions of the show. This comeback had to be something iconic.
Idea. Portray the return of Italia’s got Talent on TV8 in the most classical and iconic way possible: using the visual codes and languages of Esther Williams’ Hollywood Golden Age.
During a brainstorming session with the client, we realised we all wanted something that was iconic and recognizable, as classical Hollywood movies, and representative of the new judge: Federica Pellegrini. From this spark, we developed a key visual linked to the world of Esther Williams’ choreography. The commercial, realized by the client, would follow the same style.
The headline focuses on the overall glam of the show: at the beginning, it was connected to the idea of the “comeback” but, later on, the client decided to focus more on the talents.
The campaign, out from the beginning of January, could be seen in the principal Italian cities and on both paid and free press.
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Creative Team Toolkit by Angela Cannavò and Nadia Conti. Contact us ange.and.nadi@gmail.com