PRODUCT
Cross Media Election Campaign
CLIENT
Paolo Romanazzi, Mayor candidate for Valenzano - coalition "Uniti Per Valenzano 2019".
YEAR
2019
BRIEF
In 2017, a "very young" politician, the twenty-nine-year-old Giampaolo Romanazzi, was proposed as a mayoral candidate in a municipality whose council was dissolved due to mafia infiltration: Valenzano. The objective is to propose a change and to gather the consensus of the majority of the population who intends to demonstrate a clear detachment from previous administrations.
WORK
As the first step of the campaign we started looking for a "mantra", a catchphrase that could become the viral element. Valenzano's initial reminded us of the Churchillian "V" for victory, a victory that must be a redemption against the mafia.
Given the young age of the candidate and the desire for revenge of Valencian society, for the general tone of the campaign we chose to use the illustration as the main concept, and a copy that highlighted the belonging to those who do not want to be identified with the mafia: "How many are we? You can count us".
The first teaser communication "How many are we?" it was supported by a texture of characters representing all age groups of the Valenzano electorate. The Mayoral candidate was always hidden in this texture, each time in a different position. The main communication, which called for participation from the population, launched the main slogan "You can count on it". The double reading of the slogan obviously alluded both to the number of citizens asking for a change and to the candidate's promise to respect his program.
As a media, we have moved on traditional print media such as posters and paper programmes, supported by social media with a 60-second spot and two types of posts in parallel, one dedicated to communications and events and the other centered on the electoral programme.
The mayoral candidate was elected in the first round with a result of 57.80%. In 2023 he was re-elected for the second time.
