The Human Billboards campaign was developed at Leo Burnett, Milan, by chief creative officers Enrico Dorizza and Sergio Rodriguez, creative director Corrado Cardoni, copywriters Santiago Saiegh and Matteo Lazzarini, photographer Nahuel Piazza, client account director Sergio Rossi and agency account director Bruno Borsetto.
ING Direct in Italy developed a series of human interactive billboards building on research that showed that growth in their online banking business depended largely on their clients’ word of mouth referrals. Human interactive billboards, on walls, buses and specially built stands, featured real clients holding the iconic pumpkin, engaging in dialogue with potential clients passing by.
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