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Alessia Acciari !

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Advertising is Art…!

AFTER ALL!

CREATIVE PORTFOLIO

Creative Brief

•  Reintroduce!Na.onal!Trust!as!the!powerful!connector!between!people!and!places!

•  Speak!to!a!modern!audience!

•  Re:establish!the!importance!of!nature!and!

heritage!in!our!lives!

•  Re:establish!the!rela.onship!with!nature!and!beauty!

•  Consider!all!communica.on!channels!

Answer What: This! campaign! has! been! created! with! the! aim! to! re:establish! a!profound!rela.onship!with! the!audience.! In! these!series!of!pictures! the! line!between!art,!body!art,!and!adver.sing! is!blurred,!as!well!as! the!human!and!natural!dimension.!

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How: A!series!of!outdoor!billboards,! located!in!urban!ci.es,!as!well!as!close!to!Na.onal!Trust! loca.ons.!Also,!a!documentary!of!the!actual!making!of!the!shoo.ng!in!NT!loca.ons!will!be!part!of!the!campaign,!to!spread!the!message!of!care!and!respect!towards!the!natural!and!cultural!heritage.!The!model,! is!body!painted!by!ar.st!wise!hands.!The!whole! troupe!will!physically! interact!with! the! cultural/natural! environment! while! they! will! show! the! maximum!respect!and!care,!that!is!what!Na.onal!Trust!does!from!more!then!100!years.!!

The! “making! of”! will! go! digital,! on! the! Na.onal! website,! and! on! YouTube.!Hopefully,! it! will! take! the! aKen.on! of! the! social! media! taking! advantages!from!the!body!pain.ng!social!interest.!

Isle of Wight

‘Kisses’

Advertising Campaign

Creative Brief •  There!is!too!much!to!see!at!the!Isle!of!Wight.!

•  Develop!a!campaign!to!promote!the!Island!

•  Target!Audience:!People!looking!for!a!lovely!short!break,!that!value!money!and!want!their!

expecta.ons!to!be!exceeded.!

•  Media!choice:!outdoor,!press,!tv,!digital,!

mobile,!social!media.!

•  Raise!awareness!of!the!Isle!of!Wight!!

Answer What: This!campaign!has!been!thought!according!to!the!selfie:mania!of!the!recent!period.!The!format!is!the!same,!but!in!the!background!there!are!the!amazing!Isle!of!Wight!des.na.ons.!

How: The!“Kisses”!pictures!will!be!collected!all!around!the!Uk,!during!the!first!period!of!the!campaign.!People!will!be!asked!to!kiss!for!the!“Isle!of!Wight!Kisses!Campaign”!and!to!leave!their!e:mail!address/social!network!contact.!

Later!on,!they!will!receive!a!postcard!with!their!picture!aKached!to!one!of!the!beau.ful!Isle!of!Wight!des.na.on,!all!at!the!same!moment.!

They!are!suggested!to!book!the!ferry!from!the!link!above!the!picture.!At!the!moment!of!the!.cket!collec.on!they!will!receive!a!printed!version!of!the!picture.!

The!first!100!people!booking!the!ferry!from!the!moment!the!pictures!go!on:line,!will!appear!in!one!of!the!“Kiss!Van”!that!will!go!around!England!promo.ng!the!lovely!short!break.!!!

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Engaging,!funny,!low!cost,!direct.!

Wpp

‘Wake up’

Thanks to: My model: Peter Symonds Official Photographer: Alessao Du Brasil Project Inspiration: Peter Symonds Creative Support: Ken Burtenshaw Location stores: Asda, Caffe’ Momento, Ikea, TGI Friday’s, Southampton

Call to Action

Most of the time, people do not realize how big is the impact of their actions on the environment. The extreme consumption of plastic, energy, waste and petrol has a dramatic effect on the climate and Earth’s health, in general. Wpp wants to turn knowledge into action, they want people to accept they have a problem and they want them to... Choose for Solutions!

Creative Brief •  Call!to!ac.on:!Persuade!people!to!do!something!

prac.cal!about!environmental!issues!

•  Make!it!personal!and!endurable,!involve!most!of!

the!people!that!consume!and!waste!everyday.!

•  The!campaign!need!to!elicit!ac.on.!Is!not!about!

likes!on!Facebook!or!number!of!tweets.!

•  The!campaign!idea!must!work!across!at!least!

three!different!media.!

Answer What: This!campaign!has!an!irreverent!tone!of!voice.!Is!directly!saying,!wake!up,!do!something,!before!is!too!late!!Is!not!about,!your!sons!or!grand!sons!any!more,!is!about!you.!Change!abtude!and!change!it!soon!!

How:!The!wake!up!video!commercial!(30,60,!120!seconds)!shows!a!common!person!doing!daily!ac.vi.es!(having!breakfast,!shopping,!relaxing,!surfing!the!Internet,!reading)!while!was.ng!power!(energy)!or!things!(food).!Let!people!realize!the!amount!of!energy!they!waste!without!even!imagine!is!the!aim!of!the!campaign.!!

The!series!of!billbords,!is!the!real!call!to!ac.on.!There!is!a!solu.on!to!plas.c!consump.on=use!of!glass.!Easy,!Simple,!do!it!!Problem:!Solu.on.!This!is!how!we!do!it.!Wpp.!Choose!for!Solu.ons.!

Dorset Cereals

‘Everyone has an healthy side’

Thanks to: My model: Dan Williams Official Photographer: Leonardo Monterola Photographer Assistant: Alessio PhotoShooting Assistant: Kirsty Johns Creative Support: Ken Burtenshaw Post-Production: Alessio

Advertising campaign

Creative Brief •  How!do!get!18:25!year!olds!to!eat!Muesli!for!

breakfast?!!

•  Not!enough!youngsters!are!ea.ng!nourishing!muesli!for!breakfast.!They!would!rather!have!

corn!flakes!or!coco!pops!!!

•  Create!a!debate.!Get!people!together!!•  An!integrated!campaign!that!clearly!targets!

this!younger!audience.!Go,!where!they!go.!!

Answer What:!The!young!dimension!is!a!controversial!one.!They!are!interested!in!

everything!as!well!as!in!nothing!!One!thing,!is!for!sure.!They!care!about!their!

appearance,!body,!and!health.!Here,!is!where!I!catch!them.!

How: ‘Everyone!has!an!healthy!side’!plays!on!the!young’s!abtude!towards!

sport!and!ac.vity.!If!you!care!about!your!body’s!health,!Dorset!is!what!you!

want.!Do!you!love!jogging!rather!then!Yoga?!Dorset!link!your!healthy!trait!to!

one!of!its!huge!range!of!cereal’s!flavour.!Whatever!you!like,!in!the!way!you!

like!it.!Whoever!you!are,!whatever!you!do. The!campaign!commercial!and!

billboards!will!drive!traffic!to!the!web!site,!and!engage!with!the!target!

audience.!They!are!pushed!to!!create!an!online!profile!of!their!healthy!side!

and!to!share!their!.ps!to!keep!healthy!with!the!community!!The!tone!of!voice!

of!the!campaign!is!fresh,!catchy!and!personalised!upon!the!real!sport:lovers.!

Brompton

‘For Sure’

Advertising campaign

Hey Men!

Creative Brief •  Tell!the!commuter!about!the!world!famous!Brompton!fold:up!bike!–!just!in!case!they!have!forgoKen.!Make!a!case!for!commuters!inves.ng!in!this!great!form!of!personal!transport.!

•  Target!Audience:!Primarily!male!commuters!across!the!UK.!

•  Brompton!bike!is!“The!commuter’s!best!friend”!!

•  Brompton!is!a!brand!you!can!trust!in!–!there!are!plenty!of!copy!cats!that!just!don’t!make!the!grade!!

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Answer What: Brompton!bike!is!a!revision!of!the!tradi.onal!way!of!riding!bikes.!Its!simple!and!established!design!make!it!very!recognisable!within!the!Target!Audience.!

Who: With!this!campaign!I!want!to!engage!people!at!a!basic!level.!Everybody!can!have!its!own!interpreta.on!about!“Where!the!name!of!all!the!things!originallly!come!from”.!This!solu.on!can!fit!with!anybody!and!generate!sympathy!with!the!brand.!Using!the!Eden!as!context!and!the!Cris.an!Icons!as!characters!reinforce!the!idea!that!Brompton!is!for!everyone,!well:know,!established!and!has!been!sended!from!the!heaven!!Ever!body!agrees!is!a!Brompton.!For!sure!it!is.!

Domino’s Pizza

The Two For One Pizza Tuesday Show

Advertising campaign

They sing and dance but they are mostly popular for their

Jingle..

Answer What: Based!on!the!previous!Domino’s!crea.ve!briefing,!in!this!campaign!I!want!to!appeal!the!target!audience!crea.ng!engagement!with!the!characters,!in!par.cular!with!the!song!they!sing.!

How: For!a!live!interpreta.on!of!the!jingle,[email protected].!All!the!rights!are!reserved!!

TV!commercial,!radio!script!and!viral!video.!The!pizzas!are!computer!animated,!very!funny!and!appealing!to!the!audience.!They!reflect!the!girly!style!of!friendship!seen!by!boys.!They!are!shown!in!everyday!funny!situa.on!in!their!work!environment:!the!studio!of!the!Two!For!One!Tuesday!Show!!The!TV!commercial!can!take!the!shape!of!a!liKle!Carosello!showing!their!adventures!and!misadventurse!in!the!studio!while!performing!their!jingle.!Entertaining,!social,!engaging.!

Think!

#Tagyourthink

Advertising campaign

Create awareness… and Visibility!

Gain Visibility:

Street Art and Graffiti

#Tagyourthink

Promote awareness and visibility in an engaging way

Target audience engagement with the Social Cause

I think so I tag I tag so I think

Graffiti

Self expression Art expression Visibility to art Visibility to the cause Social benefit and social involvement Social improvement and embellishment Engagement

Do it cleverly Government Initiative •  Promote!awareness!to!the!road!dangers!!

Social Investment •  Create!social!embellishment!!

Gain Social Respect •  Focus!on!people!that!want!to!Tag!and!they!do!it!for!hobby!!

Create impact •  Translate!the”!visibility”!concept!through!art!visibility!!

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‘The audience would rather be part of the campaign than be marketed to.’

FeedCo. How: Allow!and!involve!people!to!Tag!their!Think!in!designated!urban!areas,!where!all!the!tools!to!tag!are!provided!by!Think!!People!will!directly!engage!with!the!core!

value!of!the!campaign.!Ar.sts,!groups!of!friends,!families,!couples!and!singles!can!take!

part!and!Tag!their!Think!on!the!designed!area!(wall,!building,!private!shop..everything!

agreed!with!the!governement!and!in!respect!of!the!social!community!!)!!

Thanks to

Museo di Urban Art di Roma (MURo) Circonvallazione!Casilina!62/64!

00176!Roma!

[email protected]!