From Sunday 14 April Telecom Italia's new communication campaign will be broadcast on TV, characterized by the claim “Communicating is sharing” and by highly innovative elements with respect to the past: a single format for all telephony services (fixed and mobile), for all customers (consumer and business) and the adoption of a new model which transforms “entertaining” advertisements into “value” advertisements inspired by merit and talent.
The celebrity endorser is Chiara with her story of a girl who managed to achieve her big dream to become a singer. In just a few months Chiara triumphed at X Factor 6, participated in the 63rd Festival of Sanremo, published her debut album “Un posto nel mondo” and earned her first multi-platinum disc. The adverts, actual flashbacks of her life, thus go beyond their traditional commercial scope to offer a sort of “real comedy” that tells how commitment and talent are elements of extraordinary value in order to stand out.
For some years the search for and enhancement of talents has been one of the objectives of Telecom Italia which, for this reason, has implemented a series of initiatives capable of helping young people to prove themselves: from second level Master's courses which involved over 50 graduates and 100 doctorate scholarships funded in many Italian universities, to over 50 start-ups supported with “Working Capital”, continuing with the senior apprenticeship project which involved over 330 undergraduates recruited from the main Italian universities, up to the enterprise acceleration programme “Changemakers” dedicated to researching innovative ideas to encourage the economic, social and environmental development of the country. In addition to the one already active in Trento, five “Joint Open Labs” are also taking place which will introduce a new teaching, research and development model and will transform talent into new value. To encourage discussion and the exchange of ideas on the topic of talent, with the start of the new format, Telecom Italia launches the hashtag #amoiltalento (Italian for "I love talent") on the social networks.
In the first advert, centred around Telecom Italia's fixed and mobile Ultra Internet, the values of communication and sharing are also represented through the images of a spectacular and colourful flash mob which sees Chiara involved with over 600 people on the terrace of the Pincian Hill in Rome. A large rainbow with colours that evoke fibre optic technology which takes shape to the tune of “Over the Rainbow”, the soundtrack of the entire campaign starring Chiara.
The image of Chiara and the rainbow will also be the main feature of a maxi-installation (44 metres x 4 metres), taken by the photographer Alberto Guglielmi, which from 15 April will welcome visitors to the Leonardo da Vinci airport in Rome.
The creative aspects of the campaign were assigned to Mortaroli & Friends while it was directed by Alessandro D'Alatri, who has already produced many successful campaigns for Telecom Italia.
The choreography is by Daniel Ezralow, the cinematographhy by Luana Raso, and the photography by Umberto Manente. It was produced by Buddy film.
Milan, 09 April 2013
