San Donato Milanese (Milan), 14 February 2011 – Featuring the voice of Gianni Morandi and the creativity of Hello! Savants, a group of young talents born in Italy but now resident in Holland,Eni has chosen an unprecedented video promotion formula involving digital animation and 3D to represent it at the Sanremo Festival.
It will be one of the advertising communication surprises of this year’s song festival, and a showcase for the straightforward simplicity of new languages and technology in a colourful and dynamic journey of discovery of Eni’s history, identity, reality and values.
The Festival audience will be able to follow in the tracks of the six-legged dog as it journeys through a fantastic world which magically appears, episode after episode, on a special graphic pentagram. Gianni Morandi follows the dog almost to infinity, precisely because, as with the company it symbolises – it is always projected towards the future..
The first evening will be dedicated to the theme of internationality, in other words the macro scale of an energy company that operates in pursuit of respect in Italy and around the world, in more than 70 countries.
The series continues with a description of the commercial networks that allow the company to draw closer to people and their daily lives, through the Eni Shop, Eni Cafè and service station chains, where people can find the advice and assistance they need for all their gas, electricity and fuel needs.
The third commercial is linked to the special evening organised to celebrate the 150th anniversary of the Unification of Italy: Eni’s history is closely interwoven with that of the country, facilitating the motorisation and contributing with the supply of energy to the development of the economy.
The fourth evening will see a return to the company’s presence in the territory, with special attention to customer care.
Finally, the history of Eni will be summarised on the last evening: the fantastic journey made by the dog, around the world and closer to home, outlines everything that goes to make Eni a great Italian company that looks to the future while keeping an eye on a past that has made it what it is today.
The decision to commission a group of young artists to represent Eni at the Sanremo Festival is part of the company’s new communication strategy, launched last year and now consolidated with a creative factory involving more than a hundred young talents from all corners of the world and representing the broadest range of artistic disciplines.
Hello! Savants is a collective of seven emerging artists with interdisciplinary and experimental skills that go from illustration to animation and 3D digitalisation. The courage, of a group in their early twenties, to pursue new paths outside of Italy has proved rewarding and they return to Italy for an event on the scale of the Sanremo Festival with their explosions of colour and animation that goes well beyond a mere backdrop and forms a dialogue of shapes and movement with the presenter. What is shown is never didactic, but rather creates a complete universe around the words. The video promotions therefore become a sort of fantastic account the profoundly renews the promotional language in an original style that is able to combine the most advanced digital technologies with the unchanging fascination of watercolours.
Around the special energy of youthful creativity. That makes the difference.