Ichnusa - Effies 2023
When the Heineken company bought a local Sardinian beer, the push back was difficult for the company. Sardinians are proud and they are known in Italy for being extremely territorial and secluded in their Sardo ways. We needed to keep the essence of the brand whilst making it grow outside the island. And that we did.
Role:
Ideation / Creative execution on shoot / Scripts and case study writer and creative
Case study for Effies and Cannes Lions. It explains the challenge and how we grew the brand based on the one thing others saw as a challenge, its Sardinianism.
TV and Digital films
The brand’s concept was inherited to us. “Anima Sarda” meaning Sardinian Soul. We took all the seemingly negative words and pre-conceptions people have a about Sardinians and turned them around to prove how the island, its people and its beer are all of those words but in a positive light.
IE: solitary, stubborn, proud.
TV and Digital films
The previous campaign was a follow-up from the one that stated it all, a set of TV and Digital films where we showed the Sardinian version of well known concepts like Hipsters, Sushi, Lofts and more. People in Sardinia loved it because it gave them pride and a sense of validation. People elsewhere loved it because it reminded them that a brand’s soul and a place’s soul are still in fashion.