RISPOSARE IN PACE
From January 1999 through to June 2007 the hit television series
The Sopranos capitvated audiences around the world. Its central character,
Tony Soprano - played by the mercurial James Galdolfini - continually tried
to balance conflicting issues surrounding his criminal activities and
his life at home.
What has this to do with an Italian restaurant in one of Auckland's well heeled dining locations? Well, apart from a tenuous Italian link, nothing really. Except, the attitude that permeated the characters and the series was a superb creative platform for an outdoor billboard campaign centred around food, one of Tony's loves.
The billboards used copy in a way that stopped the viewer in their mental tracks and engaged them directly with the brand. The idea was to link a cornerstone of Italian cuisine, pasta, to the expletive ridden character language of Tony Soprano, then bring the headlines back into an NSP relevant copy line.
The billboards used copy in a way that stopped the viewer in their mental tracks and engaged them directly with the brand. The idea was to link a cornerstone of Italian cuisine, pasta, to the expletive ridden character language of Tony Soprano, then bring the headlines back into an NSP relevant copy line.
Like the series itself and in keeping with its integrity, the campaign courted with controversy, partcularly with the 'Christmas Lunch' invitation. However, it was relevant, true to the integrity of character, the integrity of the Soprano brand and it booked out the restaurant.
I'd like to acknowledge HBO, David Chase (the creator), the brilliant writers and the equally brilliant cast including the man himself, James Joseph Galdolfini, Jr. (September 18, 1961 – June 19, 2013.)
Client: Non Solo Pizza (NSP)
Artworks: Andrea Fowler / Lemonade
