| Title | Galliano vs the Machines |
| Agency | We Are Social |
| Campaign | Galliano vs the Machines |
| Advertiser | The Vanguard Group |
| Brand | Netflix |
| Date of First Broadcast/Publication | 2021 / 5 |
| Business Sector | Internet Sites (Excluding ISPs) / Apps. |
| Story | The Mitchells vs. the Machines is the new movie by Netflix about a funny and wacky family who have to save the world from a robot apocalypse, led an artificial intelligence. As we are always surrounded by smart devices, we thought that it would have been risky if real robots and technologies had found out about this film: a movie that no AI should ever watch. For this reason, to launch this film, we travelled to Galliano di Mugello (in Tuscany): a region recognised as the least technological place in Italy, where there is no Wifi-Fi and 98% of the inhabitants still have a landline. Here we promoted the movie through a completely analogical campaign: branded postcards, flyers, posters and a branded editions of the local newspaper. We communicated the stunt in Galliano with an online video, narrated by Giorgio Panariello, a well-known Tuscan comedian. |
| Media Type | Web Film |
| Length | |
| Executive Creative Director | Alessandro Sciarpelletti |
| Executive Creative Director | Daniele Piazza |
| Associate Creative Director | Stefano Cucinotta |
| Associate Creative Director | Andrea Fumagalli |
| Senior Creative | Alberto Mora |
| Art Director | Ilaria Biani |
| Art Director | Gabriele Bassetto |
| Editorial Supervisor | Giuseppe Schiavone |
| Content Writer | Emanuela Mugliarisi |
| Senior Account Director | Mirco Bertola |
| Account Director | Matteo Piagno |
| Account Executive | Claudia Pardo |
| Influencer Marketing Specialist | Sofia Sarcina |
| Strategy Supervisor | Marta Prosperi |
| Director | Viola Folador |
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