Tanto che è difficile fare un titolo per questa intervista, troppe le cose importanti da dire sul progetto per poter scegliere quelle che più meritano di rientrare in una sintesi di due righe. Certo, il messaggio di marca è chiaro ‘portare il comfort’, ma si articola in modo sublime e poliedrico tra contenuti e modalità, svolgendo differenti funzioni, allargando le prospettive, costruendo attorno a sé valore, grazie al fatto di aver ragionato strategico, di essersi dati del tempo, di aver pensato tutto a monte, insieme, azienda-agenzia-cdp. Diventa così spot, ma anche comunicazione interna, web serie, documentario, evento, risultato concreto di sostenibilità, visto che la casa allestita in Groenlandia è già da oggi a disposizione della ricerca scientifica. Il tutto vero. Fatto dal vero. Lasciando il segno. Un branded content più content che branded.
Ed è anche esempio di come la comunicazione ‘Made in Italy’ sa convincere il mondo. Quando osa, ha coraggio, vuole il bello, lavora in team, con fiducia, rispettando le diverse competenze ma sapendole anche sovrapporre sinergicamente pro scopo.
Al microfono di youmark Massimiliano Fugini, Head of Brand and Media Relation Ariston Thermo, Sergio Rodriguez, Ceo e Cco JWT ITALIA, e Karim Bartoletti, Partner/Executive Producer, and MD of Advertising INDIANA PRODUCTION (aka INDIANA).
Alcuni numeri:
– 18 Months Of Work (Feasibility, Research, Logistics, Storytelling. Pre-Production, Production, Building Permits, Construction, Travel, Post Production, And Hundreds Of Hours Of Meetings)
– A Global Integrated Campaign Made Of Several Pieces Of Content In Several Different Languages, For Several Differnet Screens And Fruition Modes: Tv, Web, Social, Print, Outdoor, Documentary, Music Promo, Events, B2b, Pop And Much More.
– A Total Of 50 Shooting Days
– 270 Hours Of Footage
– 11 Tera Bytes Of Hard Disk Storage
– 30 Shooting Days In Exteriors With Temperature Below Zero
– More Than 130 Creative And Production Meeting
– 79 Estimates And Budgets Produced
– 65 Different Timing And Schedules Issued, Due To Weather Changes, Unexpected Events And Mishaps During Shipping
– 1 Contruction Site And Build On Greenland Soil Permitted For The Next 50 Years
– More Than 250 People Involved
– 60.000 Man-Hours Of Work For The Project
– A 4-Month-Long Scouting And Research Of International Artic Stations Above The Artic Circle And In Extreme Cold (Alaska, Canada, South Pole, Chile, Siberia, Norway And Greenland)
– 3 Installers Cast In 10 Countries
– A High-Tech 58-Square Meter House Specifically Designed For Ariston (To Match The Ariston Logo), Constructed In Italy, Disassembled In Pieces And Placed In 3 Freight Containers To Greenland
– A 2-Month-Long Shipment By Land And Sea From Italy To Disko Island (3 Trucks, 3 Ice Braker Boats, 1 Arctic Fishing Boat, To Ship Comfort Zone’s Assembling Kit Plus Building Materials)
– 3 Planes And 3 Helicopter Rides In 3 Days Of Travel To Get To Disko Island
– 20 Cancelled Flights Because Of Bad Weather Conditions In 38 Days On Greenland Soil
– 200 Hours Of Accumulated Delays Caused By Bad Weather Conditions
– 11 Shipping Companies Involved
– 9 Construction And Building Companies Involved
– 4 Geophysical Advisory Companies Involved
– 50 Days Of Frozen Sea, During Pre-Production And Shooting
– A 35-Day-Long 4-Cameras, Double-Crew, Double-Drone, 4 Gopro Cameras Shooting During The Construction Days
– Average Temperature In Greenland During Production: – 19 C
– Lowest Temperature Reached During Production: – 40 C
– Temperature Excursion During Shooting, Italy And Greenland: 68 C
– 18 Days Of Delay In Production Schedule (Due To Frozen Sea, Shipping, Critical Weather Conditions), After 1 Shooting Week In Greenland
– A 30-Person International Production And Creative Crew And A 10-Person Local Construction Crew In A 683-Person Greenlandic Town
– 100 People In Qeqertarsuaq (Which Has A Population Of 683) And 40 Dogs Involved In The Project And Logistics
– 2 Pisten Bullies, 2 Cranes, 15 Snow Mobiles; 2 Forklifts, 1 Track, 1 Tower Crane
– 3 Air Flights And 1 Helicopter For Each Member To Reach Disko Island (Plus A Fishing Boat For Some Of Us). An Average Of 3 Travel Days
– 10 Cancelled Air Flights; More Than 200 Cumulative Hours Of Delay
– 30 Helicopter Flights Cancelled; 30 People Stuck In Greenland For 10 Days, Due To Cancelled Flights
– 29 Tons Of Building Plus Assembling Materials; 2 Tons Of Production And Shooting Materials
– 950 Cumulative Kilos Of Overweight On Flights
– 6000 Average Calories Consumption During Shooting Days In Greenland
– 5 Whiteout Days (Visibility: 50 Cm / 2meters) During Production, 15 Low
Visibility Days, 20 Snowing Days, 17 Windy Days
– Survival Artic Kit Supplied To All Crew Members: 3 Thermical
Trousers, 2 Arctic Gloves, 1 Pole Parka, 1 Arctic Down Jacket, 1 Polar Boot’s Pair, 1 Polar Full Suit, 4 Pile Sweaters, Thermical Underwear, 2 Thermical Balaclava, Glacer Mask
People:
• Ariston: 10 Clients On The Project. (3 In Greenland On The Shoot).
• Jwt: 27 People. (4 In Greenland)
• Indiana Production: 18 “Indians” On The Project. (6 In Greenland).
• Indiana Crew: 20 Crew Members (Between Disko Island, Illillusat, Osimo, Lissone, Copenhagen And Milano)
• Danish Crew: 8 People
• Greenland/Disko Island Builders And Costruction Crew: 110 People
Total: 201 People Involved
Totale People Involved For The Shooting In Greenland: 143
