Title: Local Heroes // Fucecchio
Client: Municipality of Fucecchio - Pro Loco of Fucecchio // City Council – Tuscany
Advertising Agency: Publicis Italy
Digital Production Company: Baroque Worldwide
Italy has a lot of small villages where many local heroes have lived but whose stories have been forgotten. Publicis Italy’s great idea was to collect these stories from the locals in order to honor the legends and give them the immortal life they deserve. Fucecchio near Florence was chosen as the pilot village and the place to run the campaign. The Fucecchio street names were renamed with the names of the local heroes in the digital environment & physical locations in order to bring their stories back to life. Baroque produced a responsive microsite based on Googles Street View API, with high-quality imagery for each location with the street names replaced with the names of the local heroes and displaying their stories. Additionally, Baroque used Beacon technology to turn mobiles into storybooks, so that when a person is standing close to a street sign, they can unlock the images, video and stories behind the names.
Apart from the quantitative success of the project, the emotional success for the small Tuscan town was huge, with a 95% recorded satisfaction rate. The popularity of the campaign was in fact so big that 23 more of the nearby small towns have requested to join the scheme.
Festival: Cannes Lions | International Festival of Creativity
Category & Award: Outdoor - 1 x Shortlist
Category & Award: PR – 1 x Bronze Lion