Advertiser: STUDIONET REGIONE LAZIO
Agency: TBWA\ITALIA, INTEGER
Category: Internet Film Series
Account Executive: Benedetta Noviello (TBWA\italia)
Account: Erica Cosentino (TBWA\italia)
Account Director: Filippo Bonifati (Interger)
Executive Producer: Francesco Minotti (Spencer/Lewis)
Executive Creative Director: Geo Andrea Ceccarelli (TBWA\italia)
Creative Director: Fabrizio Caperna (TBWA\italia)
Executive Producer: Giorgio Giordani (Spencer/Lewis)
Art Director: Matteo Colavolpe (TBWA\italia)
Art Director Junior: Michele Marconi (TBWA\italia)
Copywriter: Raffaella Iollo (TBWA\italia)
Relevancy
Show business is often regarded to as an ephemeral world. Its core values are thought to be passion, talent and inspiration. It's very unlikely that someone knows the strength, the expertise and the high degree of qualification required to actually work on live shows. These requirements are exactly what the videos pointed out and described, thus keeping this description consistent with the artistic dimension of the jobs.
Outcome
We achieved the required amount of subscriptions to the 5 courses within the first week of airing on Youtube.
Client Brief Or Objective
The aim of the campaign was to promote subscriptions to free vocational trainings for live show workers, promoted by Regione Lazio. The brief was to show what prop-men, stylist, set decorators and other technicians actually do, as these jobs are very specific and very little known by the target. Also, we had to engage the target that investing on high profile education will be professionally more rewarding on a medium/long term distance.
Implementation
The best way to understand something is seeing it happening. So, we decided not to explain, but to show what prop-men, stylists, set decorators and other technicians do.We placed GoPros cameras onto people working behind the scenes of shows actually running. Then, we edited short films to allow the target to see by themselves - through the eyes of real workers - what the jobs consisted into. We aired them on Youtube and Lazio In Scena website, as job descriptions. The project is still running and more videos will be uploaded as new courses will be held.