Dacia: advert-body-1 by Publicis Italy
- Location:
Publicis Italia turned a Serie A football match into the greatest live auction ever. Every fan could place an offer and land one of the 11 jerseys that Udinese champions were playing with.
To raise their value Dacia collected the shirts and, as sponsor of Udinese, let the players wear them. For the first time in history a team played with 11 different jerseys, making Udinese-Lazio a once-in-a-lifetime match. This way the jerseys instantly became collector's items and we put them on auction in real time on digital platforms.
The auction starred an exceptional auctioneer: Italian football's legend Ciro Ferrara, who was on the field behind his pulpit. The jerseys' value increased by more than 1000% and the proceeds helped the shirts' owners to fund their projects.
Credits
Client: Renault Italia
Advertising, Digital and CRM Manager: Elisabeth Leriche
Advertising Executive: Giulia Frerè
Agency : Publicis Italy
Global Chief Creative Officer Publicis WW & Ceo Publicis Italy: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Creative Director: Francesco Martini
Digital Creative Director: Michele Picci and Massimo Guerci
Art Director: Andrea Raia, Dora Sarkadi
Copywriter: Matteo Gatto, Simina Florea
Digital Art Director: Iacopo Gioffré
General Manager Pubicis Italy: Daniela Di Maio
Account Director: Giada Salerno and Emanuela Dionisi
Strategic Planner: Mattia Bellomo
Project Manager: Pierluigi Roselli
Tv producer: Giulia Atzori and Chiara Antignani
Art Buyer: Stefano Guarin
Production Company: Filmmaster Productions
Director: Giorgio Testi
Executive Producer: Lorenzo Cefis
Producer: Cinzia Morandi
Editor: Fabrizio Squeo
