2013 Winners & Shortlists

Results and Effectiveness

Since its inception in 2012, Rossovivo have enjoyed such sterling success, that in March 2013, they will be opening their second restaurant in Dubai Media City. Plans to open a restaurant in Dubai Marina are already underway.

Creative Execution

The UAE is a melting pot of culture and food. With its residents being spoiled for choice, they usually resort to online sources to find the flavor their appetite craves; it is here where the true foodie comes to look for authentic flavors; and it is here we launched our Rossovivo web banner. The banner promised to instantly translate the user’s words into Italian. All they had to do is speak into the mic and play back. To their surprise, what they hear is fake Italian. So clearly fake, it’s humourous. That’s when the banner presented Rossovivo – the only authentic Italian experience available in Dubai.

Insights, Strategy and the Idea

Everyone associates pizza with Italy. It’s become so cliché that people no longer realize what’s authentic and what’s not. Our client has a true Italian Pizza offering – the owner is Italian, the chefs are Italian and even the oven bricks at the pizzeria have been flown in from Naples, Italy. Our challenge was to come up with communication that would inform true food aficionados about our client’s authentic offering, in a way that stands apart from the other so-called ‘Italian’ pizza that the competition serves.