London International Awards
2022 Winners and Finalists
Silver
Non-Traditional
Live Events - Beyond Advertising
| Entrant: | Ogilvy, Milan |
| Brand: | Prime Video |
| Title: | "Staraoke" |
| Corporate Name of Client: | Prime Video |
| Prime Video EU - Senior Creative Director: | Michele Picci |
| Prime Video EU - Senior Social Creative Director: | Enzo Annunziata |
| Prime Video EU - Marketing Director: | Helen Cowley |
| Prime Video IT - Campaign Producer: | Fabrizio Montanari |
| Prime Video EU - Senior Manager Planning: | Kaitlyn Hoffman |
| Prime Video IT - Senior Social Marketing Manager: | Francesca Feller |
| Prime Video IT - Social Marketing Manager: | Jago Manari |
| Prime Video IT - Head of PR: | Nicola Fiorentino |
| Prime Video IT - PR Manager: | Glenda Manzetto |
| Prime Video IT - Head of Marketing Italian Originals: | Laura Didoni |
| Prime Video IT - Brand Marketing Manager: | Giulia Mambrini |
| Prime Video IT - Agency Marketing Coordinator: | Gloria Bertazzoni |
| Agency: | Ogilvy, Milan |
| Agency Chief Executive Officer: | Roberta La Selva |
| Agency President: | Giuseppe Mastromatteo |
| Worldwide Chief Creative Officer: | Liz Taylor |
| Chief Creative Officer: | Giuseppe Mastromatteo |
| Creative Director - Art: | Francesco Basile |
| Creative Director - Copy: | Lavinia Francia |
| Senior Copywriter: | Antonio Mitra |
| Senior Art Director: | Stefano Summo |
| Agency Head of TV: | Melina Mignani |
| Agency Account Team: | Eleonora Guidolin/Michela Galazzo |
| Agency Head of Strategy: | Luca Tapognani |
| Agency Client Service Director: | Claudio Grandi |
| Production Company: | T3KNE, Rome |
| Production Managing Director: | Valentina Calabrese |
| Senior Executive Producer: | Leonardo Bazzucchi |
| Edit Facility: | Maikid |
| Editor: | Michele Lugaresi |
| Event Management Company: | Dronisos, Bègles, France |
| Dronisos - Show Manager: | Gael Fournier |
| Dronisos - Drones Choreographers: | Pierre Minaud/Charlie Pantel |
| Artech Project Manager: | Luca Toscano |
Description:
The film aired on April 7 on Prime Video globally, but just before that, she released her new single, who would be the original soundtrack of the movie: a song that all her fans knew by heart immediately.
The challenge was to launch her film raising the curiosity of an audience that could be bigger than simply her fans. So the night before the launch of the movie on Prime Video, a unique show took place.
On April 6, in the sky above Rome, 500 drones flew over the Archeological Park of Colosseum, reaching 100m height and syncing to the lyrics and music of “Scatola”, the original film song, making the sky the biggest karaoke screen ever.
The lyrics were 130m large and 60m tall, and visible from kilometers distance, so that all the city could participate. Laura Pausini herself took joined the crowd for a one in a lifetime singalong.
The karaoke also had an impressive finale: a Qr code appeared in the sky after the song lyrics, and people could simply frame it to immediately access the film on Prime Video.