Milan - The European ‘T-Mobile Angry Birds Live' project for Deutsche Telekom, created by Luca Pannese (art director) and Luca Lorenzini (copywriter), has received 3 Bronzes at the 2011 Eurobest Award in the following categories: Outdoor - Ambient: Stunts & Live Advertising, Media - Best use of Ambient Media: Large Scale and Interactive - Viral.
The event was shot in Barcelona in May 2011, and gave people the opportunity to take part in the famous game 'Angry Birds', this time built in ''human dimensions'', and the video has registered over 9.3 million views on YouTube in recent months.
Saatchi & Saatchi Italy created a giant catapult with large flying birds and exploding pigs, so that passers-by for a day could become players in a giant 'Angry Birds' game. With a simple gesture on the screen of a smartphone people could turn on the giant catapult and take part.
The creative direction for the spot was by the award-winning Jason Romeyko, Creative Director Saatchi & Saatchi for the T-Mobile account. The Saatchi & Saatchi Network is Deutsche Telekom's agency in Europe. The "Life's for Sharing" overall brand strategy has been the basis of campaigns and projects designed by the agency for 10 different countries since 2008.
Giuseppe Caiazza, Chief Executive Officer of Saatchi & Saatchi Italy and Head of Automotive Business Saatchi & Saatchi EMEA, said: "This T-Mobile campaign is a project that embodies the essence of communication today, which aims to stimulate curiosity and participation of consumers, as testified by the millions of YouTube views that have been generated in a short time. Finally, I think it demonstrates once again the creative excellence of Saatchi & Saatchi Italy which is able to export abroad its creativity with excellent results, as in this case. "