The One Show
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Category
Experiential / In-Person Events
Annual ID
OS23_DM039B
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: 9
Bronze Pencil
Credits
Agency
Ogilvy Italy / Milan
Client / Brand
Prime Video
Production Company
T3KNE / Rome
Creative Director
Francesco Basile
Lavinia Francia
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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