Henkel Coloreria Italiana

The Media Hacking

Agency: Different


Every instance of consumption has its habitual color. That's why we've given these instances new colors designed by Coloreria Italiana  by hacking them in the world's most famous e-commerce site. With the AI-d of artificial intelligence we hacked Amazon searches: are you looking for a sweater? Thanks to AI, a banner of a colorful sweater in one of Coloreria Italiana’s 16 colors immediately appears. Indeed, why buy an umpteenth sweater when you already have a new one  in your closet? Just color it with Coloreria and breathe new life into it. We were able to challenge the algorithm, as a result of combining A.I. with software, we created hundreds of custom banners to appear live for every single garment that was searched for on Amazon  by completely reinventing the concept of targeting.

This professional campaign titled 'The Media Hacking' was published in Italy in November, 2023. It was created for the brands: Coloreria Italiana and Henkel, by ad agency: Different. This Digital medium campaign is related to the Media and Other industries and contains 1 media asset. It was submitted 14 days ago by Executive Creative Director : Massimo Del Monaco of Different.


Advertising Agency: Different, Milan, Italy
Chief Creative Officer: Francesco Guerrera
Executive Creative Director: Massimo Del Monaco
Associate Creative Director: Roberto Ferrario
Senior Copywriter: Francesco Picone
Senior Art Director: Andrea Plebe
Junior Art Director: Davide Veronese
Executive Graphic Designer: Carlo Baldessarelli
General Manager: Luca Cavalli
Account Director: Alessandra Fujani
Account Executive: Daniela Bottone


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