Nestlé WatersCucina S.Pellegrino
REQUEST
Design a premium event concept for S.Pellegrino during Cannes Film Festival:
• Embody Italian spirit, prestige and gastronomy (three fundamental brand pillars)
• Reinforce the partnership with Cannes Film Festival established 5 years ago
• Generate media impact
• Promote the operation for the global premium audience at Cannes
IDEA
“The Cucina S.Pellegrino, when movie stars meet gastronomy stars.”
For the 68th International Film Festival of Cannes, S.Pellegrino created a prestigious starry host table to cultivate the love of fine drinking and dining, glamor and the Italian way of life.
DEVICE
Public relations operation built around two main elements during the Festival:
- An ephemeral host table far from the turmoil of the Croisette
Every day, a different starred French chef (Jacques Chibois, Mauro Colagreco, Ronan Kervarrec, Stéphanie Le Quellec, Cyril Lignac, Nicolas Navarro and Michel Roth) prepared a gastronomic tailor-made lunch for a celebrity and 12 guests, on a lovely hidden rooftop in the centre of Cannes.
- Press junket
Every morning and afternoon, Cucina S.Pellegrino hosted a press junket, photo shoot and interviews.
General public operation
• Billboard campaign at Nice airport (62 faces)
• Quiz competition to win prizes including diner at Cucina S.Pellegrino
• Communicate about the competition during the Festival:
• Street marketing operation built around a giant bottle installed on the Croisette
• In 80 restaurants in the French Riviera
• On the brand’s Facebook page
RESULTS
• 7 starred chefs
• 10 lunches and 10 dinners around the host table
• More than 300 celebrities at the table including Nathalie Baye, Jacques Attali, Sonia Rolland, Céline Sciamma, Jean-Benoît Dunckel (Air), Taviani brothers, Isabelle Giordano, Lou Lesage and Patrick Poivre d’Arvor
• 7 press junkets including 4 films in the official selection and 2 winning films by the FIF, including film crews of Valérie Donzelli, Arnaud Despleschin, Jia Zhangke and John C.Reilly
• In total 229 prizes won by the general public
• Significant media impact: media value x4 vs. 2014
