PARIS, FRANCE — After an international pitch, Costa chose Herezie to work on its new strategic and creative approach for the brand on a European scale. The first act of communication is a content activation that ran in Italy for the famous Sanremo Festival. It shows Leo, a 3-year-old kid that isn’t keen on leaving the ship to go home after a Costa holiday because he had such an amazing time onboard the Costa Toscana. The idea? To not film anything. In fact, all the footage of the film has been edited using real material filmed with a smartphone during a Costa cruise.
Nothing has been staged. The best way to show the effect of a Costa cruise, an effect that we can only define as “unbelievable” and that perfectly matches the new brand signature “Costa. Believe your eyes”. The idea will be brought to life both on and offline and will be followed by other acts of communication throughout the year.
“Herezie impressed us with their strategic thinking, creative work, and uncommon reactivity,” says Francesco Muglia, France VP Global Marketing. “At Costa, we are incredibly focused on the authenticity of the experience and the over-the-top quality of the moments that our customers will get on board one of our ships and keep with them once ashore. Herezie managed to bring that astonishment to life in a fresh and contemporary way.”
CREDITS:
COSTA
Vice President Global Marketing – Francesco Muglia
Head of Brand and Advertising Director – Sara Dotta
Senior Brand and Advertising Manager – Riccardo Tumminello
Digital Brand Specialist – Marcella Greco
Social Media Manager – Ginevra Mattioli
VA Consulting Production Advisor – Stefano Arbitrio
HEREZIE
CEO – Andrea Stillacci
Executive Creative Directors – Etienne Renaux, Paul Marty
Creative team – Joris Bourquin, Hugo Doré
General Manager Herezie Milano – Alessandro Venturelli
Senior Strategic Planner – Claudia Gravagna
Production company – EXChanges vfx
Executive Producer – Luca Loschi
Producer – Andrea Valeria Peri
Music “I’m a Believer” – The Monkees
