S.VALENTINE EXPERIMENT

The Situation

Wind, one of Italy's largest telecoms, operated under the tagline "Sempre più vicini," meaning "Close to you." The brief was Valentine's Day. The easy route would have been a product ad with hearts on it. We went a different direction.

The insight was simple: people are constantly connected to their phones but increasingly disconnected from each other. On a day dedicated to being close to someone, that felt like something worth addressing.

The Approach

We set up a candid camera experiment at Cinema Anteo in Milan. We identified a couple who were visibly more engaged with their phones than with each other. We gave them special tickets to an "orange sofa" with the best seats in the house.

Before the film started, we surprised them with a personalised video projected on the cinema screen, showing moments of their disconnection. The message: "Less smartphones, more kisses." The experiment ended with the couple projected live on screen inside a giant heart. They kissed. The audience loved it. The whole thing was captured and cut into a social film.

It was social-first from the start. Not a TVC pushed to social channels. The format, the reveal, the emotional payoff were all designed for shareability.

The Impact

NC Digital Award Bronze, 2016.

The video gained strong engagement on social media and extended the campaign's reach well beyond Valentine's Day. The candid format gave the content an authenticity that a scripted ad couldn't match, which drove organic sharing.

The campaign reinforced Wind's brand positioning around genuine human connection in a way that felt earned rather than claimed.