comON ADV

“Let’s create a new advertising campaign for Lake Como”  is an initiative that will take place during comON Creativity Week. The project was created by Cantiani Marketing and Communication with the aim of  promoting a general culture of creativity with special emphasis in the field of advertising .

The event will involve the people of city of Como and environs as active participants in a unique brainstorming of ideas that will eventually lead to the creation of an advertising campaign for Lake Como.

The resultant advertising campaign will then be made available free of charge to organizations who intend to use it in promoting the Lake and its natural, historical and artistic beauty.

The creative process involving the townspeople will take place in five phases:

  1. The BRIEFING: the initiative will be launched at a press conference that will include a presentation to illustrate the project to the general public.
  2. The BRIANSTORMING period during which the townspeople will be called upon to express their thoughts, memories, feelings, lifestyles and visions of  Lake Como
  3. The CREATIVE CONTRIBUTIONS: Cantiani Marketing and Communication will evaluate the ideas submitted and shortlist them down to the best 3 entries.
  4. The DECISION: THE townspeople will be called upon to express their preference for the 3 shortlisted ideas. The idea with the most consensus will be chosen as the new advertising campaign for Lake Como.
  5. The EVENT: during comON, the winning concept will be displayed in an exhibition that will also showcase some of the other ideas submitted.