Vulcano Buono and Canali&C. presents “The Stories of Vulcano”
The social recruitment campaign to make the first social shopping movie in history is over. A great cross-media project of user-generated content..
Research and market trends confirm this: a Shopping Centre is no longer just a “container of shops”, it is increasingly an aggregator of life, emotions and moments lived together with its “tribe”.
A place open to offline and online communities that increasingly want to participate in the life of the Centre, spend their free time there, meet and talk about themselves.
For this Vulcano Buono di Nola – one of the largest and most important Shopping Centers in Italy – has decided to tell these moments, these stories, through a real film that was made using videos and content produced by visitors to the center. The short film is called The Stories of the Volcano and represents a great social and creative experiment. The whole project was conceived and realized by Canali&C. – a leading communication agency in the Retail Real Estate segment in Italy with over 120 Shopping Centres, Retail Parks and Outlets in its portfolio – for Vulcano Buono, a centre managed by the Asset Services department of Cushman & Wakefield, a leading company in real estate services at a global level.
The main touchpoint of the initiative was the site lestoriedelvulcano.it where anyone could upload a video, telling their story to Vulcano Buono. All you had to do was film inside the Centre while you were doing something! Or you could tell a memory, a special anecdote.
Further contributions were collected during a few days of street shooting in Nola and its surroundings and also in Vulcano Buono, with a real film crew available to those who wanted to record their video.
Because of its social and collective nature, the short film found its natural habitat on the web. It was broadcast on the digital channels of the Centre and promoted through a digital strategy aimed at engaging the online community.
All the videos and contents collected have been evaluated and transformed into a cinematic tale by an exceptional director: Stefano Incerti, Neapolitan doc, already winner of a David di Donatello for The Verifier. Incerti is the author of numerous films that have achieved major critical acclaim, such as L’uomo di vetro (The Glass Man), Gorbaciof (presented at the Venice Film Festival) and the very recent La parrucchiera (The Hairdresser). And it was his creative sensitivity and his eye that added enormous artistic value to the project.
The result will be a choral film, surprising, different from any multimedia product made to date by a shopping center: the first shopping social movie in history!
The cross-media initiative will close offline with a big premiere that will bring together all the protagonists of the short film, giving them the excitement of seeing themselves on the screen of a cinema.
Dozens of influencers involved in the project including the Neapolitan comedian Mino Abbacuccio and the well-known trendsetter Mercedesz Henger who helped spread the news by inviting their followers to participate. And who knows if they also had a story about the Volcano to tell with a video!
As underlined by Ermanno Canali, President of Canali&C. “With this initiative, our Agency confirms its vocation for innovation, its desire to open up new avenues for the marketing of Shopping Centres and its tenacity in carrying out international operations for its customers. Original projects and productions made to measure on the Centre and its specific DNA”.
After being the first to bring Shopping Centres to the forefront of national communication, after having transformed a Shopping Mall into a museum of contemporary art with over 4000 works on display, after having reinvented the Christmas lights with video mapping and after many other visionary projects with a high content of innovation, Canali&C. continues to create new successful benchmarks for this market.
Directed by: Stefano Incerti
Creative Direction: Remo Martingano e Raffaele Manfredi
Account Executive: Ilaria Alinovi e Chiara Carpi
Digital Supervisor: Leonardo Guaragna
Art Director Supervisor: Francesca Mattioli
Copywriter Supervisor: Giovanni Rubbiani
Executive production: Big Bang Production