S.VALENTINE EXPERIMENT

The Situation

Wind's brand promise was "Sempre più vicini", or "Closer to you." For Valentine's Day, the brief was to turn that promise into something people could actually experience, rather than simply advertise.

The tension was already there: smartphones were keeping people constantly connected, while the people sitting next to them were getting less attention. Valentine's Day gave us a simple opportunity to expose that contradiction.

The Approach

We turned a cinema screening into a live social experiment. At Cinema Anteo in Milan, we identified a couple who were more engaged with their phones than with each other, then invited them to the best seats in the house: a special "orange sofa".

Before the film began, the cinema screen came alive with footage of the couple's own behaviour. Their phones, their distractions, their distance from each other. Then came the reveal: "Less smartphones, more kisses."

The couple was brought into the centre of a giant heart on screen and encouraged to reconnect. They kissed, the audience reacted, and the entire experience became the content. Designed for social from the beginning, the experiment turned a simple Valentine's message into something people could witness, feel and share.

The Impact

NC Digital Award Bronze, 2016.

By turning the brand promise into a real-world experience, the campaign generated content rather than simply distributing it. The candid nature of the experiment gave the film an authenticity that a conventional Valentine's ad would have struggled to create.

More importantly, the idea made Wind's "Sempre più vicini" positioning tangible. The brand did not tell people to get closer. It created a moment that made them do it.