ROME, ITALY — Wired Italia and TBWA\Italia have hacked the reviews of hundreds of products and online activities (on Amazon, Tripadvisor, Google, and others) to try to inform and give greater awareness to Italian voters, called to vote this weekend to elect candidates for the European Parliament.
Thousands of election-themed articles have been written in recent weeks, but very few have been read. According to the “57th Censis Report” on the country’s social situation from 2023, in fact, in recent years Italians have become more distant than ever from political news.
At the same time, according to research, 99.75% of consumers read dozens of reviews every day before purchasing a product or choosing an activity to carry out or a location to visit.
So, at a time when disaffection with news can determine the future of Europe, Wired Italia and TBWA\Italia have decided to bring information where people read most: among reviews.
With the “EUReviews” project, TBWA\Italia and Wired Italia have therefore identified hundreds of the most popular products, places, and activities during the election week and “hacked” the reviews to transform them into a new media for a campaign to raise awareness of voting and importance to vote.
Those who searched for a gardening product have, for example, also found a Wired review on agricultural policies. Those planning a trip to the countryside encountered a review of environmental policies. Those who bought books for their children’s holidays found themselves reflecting on how their vote can positively change school and education.
Review after review, the project showed that the major issues of elections and politics are, in reality, much more present than one might think. Above all that information must be increasingly closer to people, also by exploring places and means never considered before.
“While the Italian electoral campaign focuses on internal conflicts between parties, very distant from the needs of citizens, the future of our continent and Italy will be decided on June 08 and 09. For this reason, we have decided to speak to the largest possible number of people, going beyond the “borders” of Wired and reaching the most frequented places on the Internet. Helping a conscious and informed vote is the best thing a newspaper can do [at] this moment,” said Federico Ferrazza, Director of Wired Italy.
After “Untitled” and “The B A.I. Yes,” the EUReviews campaign consolidates the creative partnership between TBWA\Italia and Wired Italia.
“We are very proud of this project because it confirms and demonstrates the strength of the path we have undertaken together with Wired. A path made of mutual listening, desire to do, and, above all, common values: all things that are also reflected in the projects, which always start from a careful observation of the culture and reality that surrounds us, and that we are capable of modifying it for the better through the power of a simple idea,” declared Mirco Pagano, Chief Creative Officer of TBWA\Italy.
The EUReviews project was conceived and created by Debora Crestale (Copywriter) and Luca Attanasio (Art Director), together with the creative directors Vittoria Apicella and Frank Guarini, and Chief Creative Officer, Mirco Pagano.
Credits:
Advertising Agency: TBWA\Italia
Chief Creative Officer: Mirco Pagano
Creative Directors: Frank Guarini e Vittoria Apicella
Art Director: Luca Attanasio
Copywriter: Debora Crestale
Chief Strategy Officer: Michael Arpini
Head of Innovation: Luca Lilla
Junior Planner: Leonardo Chiarappa, Federico Ferraris, Sarah Corleta
