Fiorucci - A slice for everyone
Winner of a Bronze Lion at Cannes 2013!
(a project designed and produced for McCann World Group)
This ad was targeted to the press and news journalists that covered in detail the campaign that Fiorucci - an Italian cold-cuts brand - did to expose the issue of corruption. Italy is in fact one of the most corrupt countries in Europe and its corrupt politicians are said to eat pork;, because cold-cuts were used in the past as bribes. Thanks to the media exposure the campaign has become one of the most talked about in Italy and its 90sec mockumentary about corruption, aired on the election day, has become the most viewed Italian commercial on YouTube ever.
Fiorucci decided then to pay back the enormous attention that journalists gave to the campaign with a unique tool that the journalists could use in their work.
Accurat came up with the first scientific map of the history of corruption in Italy: with this tool Fiorucci not only got recognized as the first Italian brand to openly denounce the issue of corruption, but also gave a scientific reason to believe in its exposé.