Face of Italy – Cara Italia
Face of Italy – Cara Italia
Vodafone
Vodafone
AI
+
Film
+
Outdoor
With Vodafone's new offer, customers could mix and match options to create their ideal combination of services.
This principle served as a metaphor for Italian society, highlighting its search for balance amid the migrant crisis and the influx of new residents.
Oh eh oh, when they tell me "Go home!"
Oh eh oh, I reply "I'm already here"
Oh eh oh, I love you dear Italy
From "Cara Italia" written and performed by Ghali
for the Vodafone "Face of Italy" campaign
Oh eh oh, when they tell me "Go home!"
Oh eh oh, I reply "I'm already here"
Oh eh oh, I love you dear Italy
From "Cara Italia" written and performed by Ghali
for the Vodafone "Face of Italy" campaign
The campaign featured thousands of powerful images tailored for ultra-targeted placements. Most people who saw the ads recognized a familiar face — whether a celebrity or someone from their community. Machine learning algorithms, powered by Vodafone's 4G infrastructure, identified local heroes and precisely delivered personalized ads to each viewer.
Campaign featured Campo dei Fiori and Darsena regulars, local bartenders, waiters, bakers, DJs, delivery workers, Vodafone retail employees, and many others. Online and offline ads featuring their faces were precisely targeted at locals who encounter them daily.
The campaign not only sparked a widespread, positive conversation but also delivered exceptional business results for Vodafone.
Results
80,000 people used the web app to create and share their own collages, with over 25% contributing their portraits directly to the campaign.
The campaign quickly evolved into a powerful movement celebrating cultural diversity, unity, and youth.
National celebrities and bloggers starred in TV spots and major outdoor venues, led by the superstar rapper Ghali.
The campaign generated 300 million YouTube views and 1 billion TikTok likes, and its theme song achieved triple-platinum status.
Sales increased by 200%, and 30% of the Italian target market tried the product.
Credits
Client
Vodafone Italia
Creative Director
Grisha Sorokin
Creative Director
Gleb Glonti
Art Director/Copywriter
Grisha Sorokin
Agency Producer
Dina Plitukhina
Production Company
Filmmaster
Director
Maxime Bruneel
DOP
Armando Arteaga
Additional Company
Wave Maker
Additional Company
LSD Photo & Motion
Additional Company
Zooppa
Additional Company
Sapient Razorfish
Additional Company
Young & Rubicam
Additional Company
J. Walter Thompson Milan
Year
2018
More
More
projects
projects
Face of Italy – Cara Italia
(
3
)
Vodafone
AI
+
Film
+
Outdoor
/ About the project
With Vodafone's new offer, customers could mix and match options to create their ideal combination of services.
This principle served as a metaphor for Italian society, highlighting its search for balance amid the migrant crisis and the influx of new residents.
With Vodafone's new offer, customers could mix and match options to create their ideal combination of services.
This principle served as a metaphor for Italian society, highlighting its search for balance amid the migrant crisis and the influx of new residents.
/ Credits
Client:
Vodafone Italia
Creative Director:
Grisha Sorokin
Art Director:
Grisha Sorokin
Designers:
Gleb Glonti
/ Year
2018
OTHER
PROJECTS
Get in touch
With Vodafone's new offer, customers could mix and match options to create their ideal combination of services.
This principle served as a metaphor for Italian society, highlighting its search for balance amid the migrant crisis and the influx of new residents.
Oh eh oh, when they tell me "Go home!"
Oh eh oh, I reply "I'm already here"
Oh eh oh, I love you dear Italy
From "Cara Italia" written and performed by Ghali
for the Vodafone "Face of Italy" campaign
The campaign featured thousands of powerful images tailored for ultra-targeted placements. Most people who saw the ads recognized a familiar face — whether a celebrity or someone from their community. Machine learning algorithms, powered by Vodafone's 4G infrastructure, identified local heroes and precisely delivered personalized ads to each viewer.
Campaign featured Campo dei Fiori and Darsena regulars, local bartenders, waiters, bakers, DJs, delivery workers, Vodafone retail employees, and many others. Online and offline ads featuring their faces were precisely targeted at locals who encounter them daily.
The campaign not only sparked a widespread, positive conversation but also delivered exceptional business results for Vodafone.
Results
80,000 people used the web app to create and share their own collages, with over 25% contributing their portraits directly to the campaign.
The campaign quickly evolved into a powerful movement celebrating cultural diversity, unity, and youth.
National celebrities and bloggers starred in TV spots and major outdoor venues, led by the superstar rapper Ghali.
The campaign generated 300 million YouTube views and 1 billion TikTok likes, and its theme song achieved triple-platinum status.
Sales increased by 200%, and 30% of the Italian target market tried the product.
Credits
Client
Vodafone Italia
Creative Director
Grisha Sorokin
Creative Director
Gleb Glonti
Art Director/Copywriter
Grisha Sorokin
Agency Producer
Dina Plitukhina
Production Company
Filmmaster
Director
Maxime Bruneel
DOP
Armando Arteaga
Additional Company
Wave Maker
Additional Company
LSD Photo & Motion
Additional Company
Zooppa
Additional Company
Sapient Razorfish
Additional Company
Young & Rubicam
Additional Company
J. Walter Thompson Milan
Year
2018
More
projects