2013 Results

CAT 29 - Promotions & Incentives (PIE)

BRONZE

TBWA\ITALIA spa (ITALY)

McDonald's Italy, Parmigiano Reggiano's Factories: "Together for Reconstruction"29-01990-PIE
 

Executive Creative Director: Nicola Lampugnani

Executive Creative Director: Francesco Guerrera

Creative Director: Anna Palamà

Creative Director: Rossana Tocchi

Art Director: Francesco Caruso

Copywriter: Stefano Cucinotta

Management Representative: Simone De Martini

Client Service Director: Germano Zung

Account Director: Marcella Ierna

Account Executive: Marta Zurlo

Strategic Planner: Silvia Scherini

Marketing and Communication Director: Marco Ferrero

Marketing/Communication Dept.: Alessandra Buzzoni

Head Of Communication/Corporate Affairs Department: Tommaso Valle

Producer: Silvia Congiu

Producer: Vittorio Bonaffini

Filmaker/Editing: Samuele Dalò

Filmaker Earthquake: Roberto Mettifogo

Short explanation

The effects of the 2012 earthquake in Emilia Romagna region, in italy, went far
beyond the region. It hit the local factories that produce Parmigiano Reggiano cheese: a vital
resource for the Country. The damaged cheese rounds should be selled quickly, not to go to waste. McDonald’s bought tons of damaged cheese forms.
And uses its resources to help package, distribute and sell local cheese.
We turned 440 restaurants into cheese shops, to sell the damaged cheese Parmigiano rounds, in pieces.

Description

The effects of the 2012 earthquake in Emilia Romagna region, in Italy, went far
beyond the region. It hit the local factories that produce Parmigiano Reggiano cheese: a vital
resource for the Country. The damaged cheese rounds should be selled quickly, not to go to waste.