Netflix - "Galliano vs the Machines"

We Are Social

We Are Social Milano, Italy

9920

Brand: Netflix
Country: France

Advertiser: The Vanguard Group

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	219 seconds
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