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

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Face of Italy – Cara Italia

(

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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