Nestlé Waters launched a new sparkling water called Sanpellegrino CIAO! in the U.S., focusing on the craftsmanship involved in its production from Sicilian citrus. The campaign features Sopranos stars Michael Imperioli and Steve Schirripa and won a Bronze Lion at Cannes. Although hesitant to create content for TikTok due to potential bans and content requirements, Nestlé acknowledges AI's importance for campaign efficiency but opted for a human-centric approach in this project.
The campaign featuring Sopranos stars highlighted "the craft" of creating Sanpellegrino CIAO! from harvested citrus in Sicily, showcasing the beverage's artisanal quality.
Gregori expressed hesitation in building content for TikTok due to uncertainty surrounding the platform's future and the specific requirements for successful content creation.
Nestlé Waters recognized that while AI is crucial for fast and efficient campaign adaptation, they chose a human-centric approach for this particular campaign.
The ad campaign won a Bronze Lion at Cannes for Film Craft (Script) and was shortlisted for Film (Microfilm), underscoring the creative achievement.
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