Discovery Inc. acquired the rights to air on DMAX Italy the prestigious RBS 6 Nations 2014 tournament at the very last minute. I had less than 2 months to set up a creative strategy, go through all approvals, and coordinate with talents and the rugby federation. I also had only four hours to shoot the on-air, off-air, and digital campaigns in 23 °F weather with the Italian rugby team (which left in the middle of the shooting!).
In the end, the Italian rugby team didn’t win the tournament, but we shot a killer campaign that reached a record 4.5% market share for the first game and rocketed DMAX to the 3rd most watched channel among Men aged 25-54 – a new record.
As Brand and Creative Manager, I led the campaign's creative direction, I collaborated with the in-house digital team to develop an app that allowed users to transform themselves into rugby players and show their team spirit. I assigned the on-air and off-air production to Karen Films, photography by Alessandro Dealberto.
On-air + online marketing campaign shot with the Italian national team.
15’’ on-air/online teasers
Below, some shots we selected for the print campaign.
FACEBOOK ACTIVATION: We came up with the idea of a rugby filter that we developed with our digital dept. and Facebook – this was before Snapchat and Instagram filters even existed. The user could upload a picture of him or herself, and add a filter that would dress themselves in the Italian rugby jersey, add mud on the face, and publish the photo as their profile picture to show support for the Italian national team.
BTW this is me
