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Agency: Sinaptica - Italy.

Client: Ferrero.

Main objective: To recreate the attractiveness of Mon Chéri through different new advertising concepts.

Methodology: Semiotics and Ethnography within Social Media, for the analysis of people’s free flowing speeches around the premium brand. Use of linguistic and statistical software tools to create semiotic mapping of meanings and positioning, arising from the ad concepts.

spot mon cheri ferrero 2013.jpg

Performance: Setting the guidelines for the new international advertising campaign, through new and powerful brand values.  


Is there a connection between Semiotics and Creativity? Semiotics is a science, so isn’t it Creativity? 

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