The campaign developed locally by Saatchi & Saatchi is an image campaign and has as purpose to expand the target segment.
With the headline “Vivi la vita Peroni”, the campaign illustrated the way Italian personality gets materialized in a spontaneous attitude, transforming any experience in an unique experience.
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The TV ad, Labyrinth, presents a situation that shows the Italian spirit, creating a specific atmosphere by choosing carefully the location, characters and the music. The ad was filmed in Horta labyrinth park in Barcelona. To keep the authenticity, the spot benefited of the experience of a few Italians, among which the creative director from Saatchi, the director Marco Gentile, the Italian production team and the music composer, Roberto Terranova.
The campaign is present on TV, cinema, OOH, print, POS and online.
Saatchi & Saatchi team involved in the campaign included: Alexandra Ivan – Group Account Director; Ema Spirache – Account Director; Ana Placinta – Account Manager; Cristina Iordănescu – Head of Strategy; Jorg Riommi – Creative Director; Lucian Cernat – Senior Art Director; Irina Popp – Senior Copywriter; Monica Garbur – AV Production Manager. The production house is Saga Film.
Saatchi & Saatchi Romania is part of Centrade group and offers complete specialized services through its companies and departments.
Saatchi & Saatchi Romania’s portfolio includes clients such as Toyota Romania, P&G (Ariel, Head&Shoulders, Pampers), Raiffeisen Bank, Intersnack (ChioChips, Fiesta), PSI (Love Plus), United Way Romania, Special Olympics România.