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2023 One Show - Direct Marketing

Forza Canada

Agency Dentsu Creative Italy / Milano + CARAT Italy / Milano + Urban Vision / Milan + Fonzies, Mondelēz International, Inc. / Milan

Client Fonzies - Mondelēz International, Inc.

Category

Social Media Post / Series

Annual ID

OS23_DM088M

About the Work

In April 2022, one news devastated Italians: Italy failed to qualify for the World Cup. The most passionate and insane football fans in the world had no one to cheer for. But someone else qualified: Canada, the nation with the fewest football fans in the world. That’s why Fonzies, Mondelēz’s number one cheese-flavored snack in Italy and sponsor of the Italian national football team, decided to turn teamless Italian supporters into passionate Canadian supporters. In October 2022, Italian famous sports influencers launched a global call to action on social media to join the “FonziesForCanada” fan club for Italians to support the Canadian national football club. But being a dedicated fan takes practice. That’s why members found a series of tutorials on Fonzies IG Profile to learn the best Canadian chants, the national anthem and the players’ name pronunciations. Once ready, they could cheer hard for Canada on social media thanks to “supporting cards” posted on the Fonzies IG profile and thanks to the official “Forza Canada” GIFs sent via IG direct message. Within a few days, with this social kit, Italians all over the world became ambassadors for the project, building a global community of millions committed to supporting Canada on social media (and beyond) during the matches. Even the Canadian Ambassador and the #1 Italian sportscaster joined us. Forza Canada totaled 2.6 million Social Media Interaction, 40 million Global Social Reach and the resulting hype on social media made Belgium-Canada the most-watched football match in Canadian history (54% Italian viewers). That’s how Fonzies became the most beloved snack brand in Italy during the World Cup (96% positive brand sentiment) despite Italy not having even qualified.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Dentsu Creative Italy / Milano

Client / Brand

Fonzies, Mondelēz International, Inc. / Milan

Media Distribution Company

CARAT Italy / Milano
Urban Vision / Milan

Copywriter

Francesco Vecchi

Chief Creative Officer

Riccardo Fregoso

Composer

Luca Morelli

Creative Director

Giorgio Maria Bologna

Director

Nicola Schito

Executive Creative Director

Maurizio Tozzini
Giulio Frittaion

Graphic Designer

Stefano Trolese

Sound Designer

Matteo Parolini

Account Executive

Thomas Chillemi

Head of Production

Francesca Castello

Senior Art Director

Nadia Charif

Senior Copywriter

Lorenzo Bonechi

Set Designer

Giulia Mandricardo

3D & Motion Lead

Lorenzo Daponte

assistant director

Peter O’Neill

Brand Strategy Lead

Marika Villa

CEO & Chairman

Emanuele Nenna

Chief Experience Officer

Diego Vurro

Chief strategy Officer

Niccolò Rigo

Client director

Alberto Bommartini

Client Director Experiential

Serena Lembo

Client Service Director

Jenny Nieri
Anna Chiara Pelletti

colorist

Diego La Rosa

Community Manager

Martina Panebianco

Creative Director Experiential

Diego Tiziani

Creative Operations Director

Stefano Morelli

Creative Progress Director

Antonella Vicari

DoP

Roberto Minotti

Executive Strategy Director

Samanta Giuliani

Head Of Design

Laura Liguori

Head of External Communication

Veronique Rhys Evans

Head of Influencer Marketing

Fabiola Granier
Giulia Laura Peracchio

Head of strategy

Federico Mancin

Influencer Marketing Specialist

Nicholas Rioldi

Leader

Sara Rebizzi

Managing Director & Executive Producer

Simona Dalla Porta

Marketing Manager Salty Snacks

Martina Montorfano

Motion Graphic Designer

Nicolò Frontini

Operation Manager Experiential

Matteo Stella

Partner

Anna Pasqualotto

PR manager

Alessandro Turchi

Production Assistant

Monica Buongiorno

Production Manager

Komlan Ahianvi

Senior Content Manager

Luca Nebbioli

Senior Vice President

Stefano Pagani

Talent

Gli Autogol

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