Hungry For Culture

Creative idea

Books are considered food for brain and soul, helping us grow as a person and as a society. But 60% of Italians don’t even read one book a year: a big problem for business too. In Bennet stores, a leader hypermarket chain in Italy, book aisles are constantly neglected. To solve this problem, we adopted a simple, but insightful and disruptive strategy, moving books to the fresh food aisles. Among meat, fish and vegetables, working on packaging and display, we invited clients to feed their brain, as well as their body, resulting in a consistent increase of book sales.

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)