With his characteristic comic artistry, Piero Chiambretti yesterday evening masterfully hosted the 18thInternational Advertising Strategies Grand Prix, the most important awards ceremony in Italy for brands and brand communication.
The event was a celebration of creativity, following in the footsteps of the principal international festivals.
Numerous celebrities were present, including Alessia Marcuzzi, Barbara D’Urso, Cristiano Militello, Elio e le Storie Tese and Ariadna Romero.
Pupi Avati was invited onto the stage and honoured with the Premio Comunicazione e Cinema(Communication and Cinema Award). The director took the opportunity to present a preview of the spot made for Trenitalia, a true masterpiece worthy of his genius.
But the real stars of the evening were the communication campaigns; and the Grand Prix went to“Hearing Hands”, produced by Casta Diva Group for Samsung Turkey.
The reaction of the audience to the vote could immediately be gauged by their ovation at its showing.
“A great feeling of satisfaction,” declare Andrea De Micheli and Luca Oddo, CEO and President respectively of Casta Diva Group. “We produced a spot of extraordinary quality and creativity not only evident to our peers, but also to the public at large, seeing the reactions we are getting from all over the world.”
“Produced for Samsung Turkey by Dinamo Istanbul, part of the Casta Diva Group,” add De Micheli and Oddo, “the spot had the objective of presenting an innovative social service for the hearing impaired: a video call centre in which the operators know sign language. Only a few weeks after the video was put online it went viral (reaching more than ten million views between Facebook, YouTube and other social media) and was talked about by the world’s press, from the Inquisitor to the Huffington Post, from the Daily Mail to Time magazine.”