Launching a new TV channel.

Laeffe is the TV channel that presents shows selected and guaranteed by Feltrinelli Group, one of the most important publishing company in Italy. “To change the world with the books, to fight the injustices with the books.”: these were the reason and the goal of Giangiacomo Feltrinelli when he founded his own publishing house in 1954 in Milan. In the same way, Laeffe offers a different approach to understand our world, with information, culture and enterteinment, watching great cinema, discovering new TV series and new lifestyles.

Year: 2013 — 2015

I've worked for a few years on Laeffe as Art Director, playing a significant role on the launch of the new TV channel, and working on most of the following campaigns both ATL and digital, social media, and most of the special events. I was also responsible on the design and art direction of their digital products: we've created the new laeffe website, and mobile app that won a few international awards. I really loved the client as it gave me the freedom to play with different channels, create communities around great TV shows and movies about culture, art, music, food.

La effe means "the letter F" in Italian so we decided to create a kind of recruiting campaign associating the behaviour and values of the target (family, fantasy, foolish, faith, etc.) with the character and the tv shows of La effe. the campaign was a success in Italy and we achieved that planning the campaign on TV, print, OOH and social.

We've created a digital platform around the tv contents and its main characters; an interactive social square to allow people to participate in creation of new contents; a video platform to allow people to watch live TV, TV series, and other shows.

The mobile app won several awards like FWA and Italian Art Directors Club.

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