Enel Stands Alongside the Everyday #guerrieri

Italy's 'warriors' are captured as they fight their daily battles in Saatchi & Saatchi's new campaign.

Milan - A new campaign from Enel celebrates the determination of ordinary people, the Italians who do not give up despite facing today’s social and economic uncertainties.

In line with Enel’s company principles, they support those who face daily battles with courage and dignity.  This is the idea behind the integrated campaign #GUERRIERI created by Saatchi & Saatchi, executed in TV, print and online.

The TV commercial – on air from Sept. 15th, in different lengths (60, 45, 30 and 15 seconds), shows a relentless succession of characters portrayed in the environment in which they live, work, study, fight.  In factories, offices, schools and supermarkets, the #GUERRIERI are caught in their daily moments where they face their battles, as they struggle to build their present and their future.  Enel is by their side, with all its energy.  The film is directed by Andre Stringer, the production company is Filmmaster. Music track “Crescendo” by Sebastian Akchote, © Headbangers Publishing.

The press campaign (launched Sept. 9th), with images by Lorenzo Castore, shows different people in the place in which they approach their challenges.  There are the warriors of the work, with their alarm clocks at dawn and their tenacity, the warriors who have the courage to stake everything on their projects, investing themselves and all their forces.  There are those warriors who travel on public transport everyday, facing delays and endless rows.  Even warriors who face life with a future full of questions, but also a great desire to go to look for answers.

The online stage of the campaign - launched in late August - has a storytelling platform.  Until mid-October guerrieri.enel.com - together with Eikon Strategic Consulting - will enable the public to register their own warrior stories on the site.  All entries will be available for everyone to read and share on social networks.  The best stories will be selected and rewarded. The most interesting will also have the chance to become the protagonists in the next phase of the Enel Warrior campaign.

Creative direction by Agostino Toscana, Manuel Musilli and Antonio Di Battista.
Executive creative director: Agostino Toscana.

The media planning is handled by Carat.

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