Lessons for Good

Entry code: X12019GD19Agency: Publicis Italy, MilanAdvertiser / client: Leroy Merlin
Group: X Engagement, X12 Public & Community Relations

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: https://csr.leroymerlin.it/sociale/lessons-for-good/ https://bricolagedelcuore.org/lessons-for-good-2/ https://www.youtube.com/watch?v=5MfVYAbSQAg
  • 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