Wieden + Kennedy
Concept + Art Direction
Writer: Luca Grelli
We organized a tournament of five-a-side calcetto, a typical Roman game. Since the city is not very well equipped with football pitches people play street football on converted tennis courts left over from a 1970's trend for tennis.
The first thing was to recruit the 16 best teams of Rome, then each player was made into a poster. All had (or were given) a nickname (a very Roman thing) that led to the 80 headlines (Writer Luca Grelli):
The Doctor. To face him you have to be sick.
The Emperor. Your fate in two words: Thumb down.
The Caterpillar. One mission: going forward.
Dynamite. 3 … 2 … 1 …
The Prophet. Do you want to know what you're about to do?
The Law. All your actions may be used against you.
etc.
The campaign was mostly wild posting, but also an official Panini sticker album, radio etc.
The tournament was broadcasted live on a local TV channel.
Concept + Art Direction
Writer: Luca Grelli
We organized a tournament of five-a-side calcetto, a typical Roman game. Since the city is not very well equipped with football pitches people play street football on converted tennis courts left over from a 1970's trend for tennis.
The first thing was to recruit the 16 best teams of Rome, then each player was made into a poster. All had (or were given) a nickname (a very Roman thing) that led to the 80 headlines (Writer Luca Grelli):
The Doctor. To face him you have to be sick.
The Emperor. Your fate in two words: Thumb down.
The Caterpillar. One mission: going forward.
Dynamite. 3 … 2 … 1 …
The Prophet. Do you want to know what you're about to do?
The Law. All your actions may be used against you.
etc.
The campaign was mostly wild posting, but also an official Panini sticker album, radio etc.
The tournament was broadcasted live on a local TV channel.
