The Mitchells vs. the Machines is the new movie by Netflix about a funny and wacky family who have to save the world from a robot apocalypse, led an artificial intelligence. As we are always surrounded by smart devices, we thought that it would have been risky if real robots and technologies had found out about this film: a movie that no AI should ever watch.
For this reason, to launch this film, we travelled to Galliano di Mugello (in Tuscany): a region recognised as the least technological place in Italy, where there is no Wifi-Fi and 98% of the inhabitants still have a landline. Here we promoted the movie through a completely analogical campaign: branded postcards, flyers, posters and a branded editions of the local newspaper. We communicated the stunt in Galliano with an online video, narrated by Giorgio Panariello, a well-known Tuscan comedian.
Film advertisement created by We Are Social, Italy for Netflix, within the categories: Media, Movies.
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Director: Daniele Piazza
Associate Creative Director: Stefano Cucinotta
Associate Creative Director: Andrea Fumagalli
Senior Creative: Alberto Mora
Senior Art Director: Ilaria Biani
Junior Creative: Giorgio Bottagisio
Art Director: Gabriele Bassetto
Editorial Supervisor: Giuseppe Schiavone
Content Writer: Emanuela Mugliarisi
Head Of Client Services: Francesca Feller
Senior Account Director: Mirco Bertola
Account Director: Matteo Piagno
Account Executive: Claudia Pardo
Influencer Marketing Specialist: Sofia Sarcina
Strategy Supervisor: Marta Prosperi
Film Director: Viola Folador
Film Production Company: Trees Home
Event Production Company: Business & Roads