Hungry For Culture

Creative idea

60% of Italians don’t even read one book a year: a big problem for culture and for business too. In Bennet stores, a leader hypermarket chain in Italy, book aisles are neglected. To reverse this trend, instead of bringing back people where books are, we made a more effective choice, moving books where people’s mind is already focused: together with food, among meat, fish and vegetables. Because books are food for brain. A simple shift with a double impact: we made people think about the importance of reading for their personal growth and we increased book sales consistently.

Brand name: Bennet
Advertiser / client: Bennet
Product / service: Retail
Campaign name: Hungry For Culture
Agency network: DDB WORLDWIDE
Agency: DDB Group Italy, Milan
Production company: Karen
Executive creative director: Gabriele Caeti
Creative director: Guido Renda, Roberto Rotta
Art director: Pietro Baccaro, Giacomo Held
Copywriter: Lorenzo Mondini
Account director (agency): Luisa Brugnano
Strategic planner / strategist: Sefora Avenia (DDB Group Italy)
Senior planner: Carlotta Asti (Planning Director DDB Group Italy)
Film production: Karen
Director: Nicola Bettoni
Agency producer: Tommaso Pellicci, Stefano Ottorino
Post production: Karen
Post production producer: Giancarlo Giani, Luna Milano
Additional company: Chief Creative Officer: Luca Cortesini Account Supervisor: Silvia D'Angiò (DDB Group Italy) Social Media Manager: Mario Scrima (DDB Group Italy) Community Manager: Vittoriana Marziliano (DDB Group Italy) Editors: Sara Dicorato, Oscar Guardamagna (Karen) Motion Graphic Designer (Gabriele Lo Russo)