Lessons for Good

Awards: Golden Drum
Entry code: X12019GD19
Agency: Publicis Italy, Milan
Advertiser / client: Leroy Merlin

Campaign idea

In Italy there many ONGs, but unfortunately a lot of these due to operating costs and just a few donations are in bad conditions. Leroy Merlin brief was to enhance the free DIY lessons, telling consumers its brand belief inside all Italian stores in order to increase their involvement and participation. The idea was very simple: move the free DIY lessons from the stores to the ONGs most in need, giving the lesson a double value.

Brand name: Leroy Merlin
Advertiser / client: Leroy Merlin
Product / service: Leroy Merlin
Campaign name: Lessons for Good
Agency network: PUBLICIS
Agency: Publicis Italy, Milan
Production company: D.E.A Production
Web address:
Executive creative director: Davide Boscacci
Creative director: Livio Gerosa, Paolo Bartalucci
Art director: Alice Teruzzi
Copywriter: Francesca Ferracini, Corentin Salignat, Sebastien Rouviere
Account director (agency): Simona Coletta, Arianna Di Marco, Silvia Accornero
Strategic planner / strategist: Guglielmo Pezzino
Agency producer: Matilde Bonanni
Additional company: CCO Publicis WW & CCO Publicis Groupe Italy - Bruno Bertelli CCO Publicis Italy - Cristiana Boccassini Head of Social Client Services & Strategy - Stefano Perazzo Social Media Manager - Andrea Biolcatti Editor - Fabrizio Squeo Communication and Brand Director - Stefania Savona Digital Communication Manager - Cinzia Calì Project and Community Manager - Caterina Nincevich CSR Manager - Luca Pereno Communication and Social Media Manager - Heine Bortone


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