Client The Walt Disney Company Italia Srl
Location Brescia
Typology of the project and activity Coordination and Management - Organizing Office and Press Office - Partnership and Co-Marketing - Integrated Communications and Media Relations
Objectives
- To give life to a moment of great international media impact for promoting the latest animated film from Disney, their most important launch of the year
- To connect the worlds of Cars and the Mille Miglia in an unconventional way, finding a creative link between the two 'worlds' in order to create a 'Cars 2 event within the 2011 Mille Miglia event'
Strategic guidelines
If the world of Cars 2has automobiles as its stars and is associated with the values of competition, internationalism, and prestige, let's make the cars of the Mille Miglia 'act' out of the ordinary, by humanizing them: they, and only they, were granted the world's first sneak preview of several scenes from the highly-anticipated second Cars movie, featuring the return of legendary stars like Lightning McQueen and his inseparable sidekick Mater, together with new Italian 'actors' Luigi and Guido.
When? The evening before the start of the Mille Miglia, 'the most beautiful race in the world'. How? By organizing a preview on a wide screen for a few, select classic car guests (strictly without their drivers) in a famous square in Brescia, so as to create an extraordinary temporary drive-in, in honour of the latest work from Disney-Pixar, which premiered in Italian cinemas at the start of the summer.
Action
MAC Group created the set for a videographic shooting with the cars of the Mille Miglia. The Production department engaged itself in creating the scene and directing operations, collaborating with the work of the cameraman; the Customer Relations Office selected and contacted Collectors, coordinating their activities during the event.
Some of the most prestigious collectible cars from the 375 admitted to the 2011 Mille Miglia were transformed into cartoon characters by applying make-up with eyes, glasses, and other elements on their windshields, recreating a Disney-style atmosphere in the evocative Piazza della Loggia in Brescia.
The screening - closed to 'humans' - generated photo shots and clips that met Disney's media goals.
The numbers
- Over 50 cars attending
- 10 staff members involved in producing the event
- Significant press review from print media, news agencies, and the Internet, on local and national level
