Horror in Italian interactive
This is not a nice post. Once again I have to sadly point out how itâ€™s rare and unusual in Italy to find innovative ideas in interactive. This morning I was reading PubblicitĂ Italia, and I found the news about this campaign (sorry the article itâ€™s in Italian), www.bodyscare.com a website created to promote the upcoming horror movie â€śHostel IIâ€ť. I visited it and I thought â€ścool, eventually an innovative concept!
But it was just an illusion…
Yes, because when you first land on the site you happen to see a Lâ€™Oreal kind of visual, promoting a beauty farm and a series of treatments to keep you beauty and young.
However the positive impression lasts just for a couple of seconds, because after a moment the site reloads and because the ugly page I show below.
So, to recap… they had a very good idea (hiding an horrow movie campaign behind a beauty farm site), but they didn’t take it any single step further. There isn’t a second level of content (and there was sooo much to play with!), everything is just a wallpaper! Flat, sad and depressing. Who’s the one to blame for this lack of energy? The client? The agency?
And then you wonder why Diesel, an Italian brand, won a series of awards (One Show Silver, One Show bronze and a Clio Silver) in interactiveâ€¦ is it maybe because we worked with a Swedish agency?
Please excuse my vent. But being Italian, and working in interactive in Italy I’m kind of tired of being forced to look abroad to find good ideas. I don’t ask for innovation in every single action, but at least I look forward to see websites that make sense marketing and interactive wise!