The One Show

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2023 One Show - Branded Entertainment

Staraoke

Agency Ogilvy Italy / Milan

Client Prime Video

Category

Experiential / Brand Installations

Annual ID

OS23_BE073M

About the Work

How to launch the film about one of the greatest Italian singers in the world? With the voice of her fans. On the occasion of the launch of the Amazon Original film Laura Pausini – Pleased to meet you, the sky of Rome became the stage for an unprecedented show: 500 drones flew over the Archeological Park of Colosseum, reaching 150m 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 180m large and 60m tall, and visible from kilometers distance, so that all the city could participate. Laura Pausini herself joined the crowd for a once 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. 3 weeks were needed to program the show. An international team made of choreographers, drone technicians and aeronautical engineers worked together to program the drones flight. The main challenge was to program the drone dance synced to the music of the song: all the drones had to move at a given speed to move fast enough to create the lyrics in real time and provide a perfectly timed karaoke experience, and adjust the color to align with the words that had to be sung. Special permissions were also required to fly above the historical area, requiring coordination with the Roman and Vatican Municipalities. A few days before the show, Laura Pausini shared a call on social media to engage all her audience to keep an eye to the sky above Rome on April 6.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Ogilvy Italy / Milan

Client / Brand

Prime Video

Production Company

T3KNE / Rome

Account Supervisor

Eleonora Guidolin

Chief Executive Officer

Roberta La Selva

Global Chief Creative Officer

Liz Taylor

Senior Art Director

Stefano Summo

Senior Copywriter

Antonio Mitra

Agency Marketing Coordinator

Gloria Bertazzoni

Brand Marketing Manager

Giulia Mambrini

Campaign Producer

Fabrizio Montanari

Client Service Director

Claudio Grandi

Creative Producer

Leonardo Bazzucchi

Drone Choreographer

Charlie Pantel
Pierre Minaud

Drone light show company

DRONISOS / Begles

Head of Marketing Italian Originals

Laura Didoni

Head of PR

Nicola Fiorentino

Head Of Production

Valentina Calabrese

Head of strategy

Luca Tapognani

HEAD OF TV PRODUCTION

Melina Mignani

Junior Account

Michela Galazzo

Marketing Director EU

Helen Cowley

Onsite shoot

Michele Lugaresi

PR manager

Glenda Manzetto

President & Chief Creative Officer

Giuseppe Mastromatteo

Senior Creative Director EU

Michele Picci

Senior Manager Planning EU

Kaitlyn Hoffman

Senior Social Creative Director EU

Enzo Annunziata

Senior Social Marketing Manager

Francesca Feller

Show Manager

Gaël Fournier

Social Marketing Manager

Jago Manari

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