Promotions, New Media, Events – Promotions – Gold
Promotions, New Media, Events
Promotions
Gold
Cinzia Your Skin Friend

IDI Pharmaceutical, a niche company that is at the cutting edge of dermatological research, wants to show women (18-45) who look for skincare remedies on the web that it's safer to trust qualified experts.
Thus, a fake tutorial girl who dispenses implausible skincare tips as the real thing was created.
With her surreal tutorials, "Cinzia, your skin friend" invaded skincare blogs and generated thousands of spontaneous conversations on dermatological problems on YouTube, Facebook and Twitter and ended up on radio and TV.

Client
IDI Farmaceutici (MERK SHARP & DOHME Group)
Country
Italy
Agency
Leo Burnett Co. Srl
http://www.leoburnett.it
National Award
silver

Credits
Creative Director
Paolo Dematteis
Riccardo Robiglio
Art Director
Serena Micieli (Arc)
Copywriter
Giuseppe Pavone
Film Director
Nik Bello
Agency Producer
Monica Rossi
Production Company
Fabbricavirali
Digital Creative Director
Cristiano Tonnarelli
Paolo Boccardi
Digital Strategist
Andrea Torcoli, Arc