• Situation: release of the “Superheroes” movie by director Paolo Genovese, produced by Medusa Film.

• Brief: the production company Medusa Film asked for a special, exciting and unconventional activation for the launch of the film.

• Objectives: increasing the awareness of the movie, especially on social media.

"Supereroi” is a movie about love, that tells the story of a couple who overcomes all the challenges of time in their relationship, loving each other for life. Just like superheroes.

How can we celebrate this superpower?

We asked Ultimo, the singer-songwriter who composed the movie soundtrack, to play a surprise serenade – in the middle of the street, with a grand piano – under the balcony of two real superheroes: Domenico and Domenica, one of the longest-lived couples in Italy. He is almost 100 years old, she is a little younger, and they’ve been married for 74 years!

From the analysis of the film's plot, we focused on the main insight: love can defeat time.

To develop this insight, we set up a special operation with a great viral potential, using the popularity of the author of the movie soundtrack, a famous Italian singer followed by millions of fans.

Through this operation, shot live and edited in a video, we created some specific content for social media channels and editorial offices of the main Italian media, in order to create buzz around the launch of the “Supereroi” movie.

• Implementation: the serenade video was shot by the director of the film, Paolo Genovese.

• Timeline: The serenade video was online on December 25, 2021

• Placement: we set up an editorial plan on the Medusa Film social channels. Then, the artist Ultimo released the video of the operation on his own social media profiles: in the days before the movie launch everything had the language of a teaser phase; in the following step the entire video was released (in different cuts of 3 ', 1' and 30 ").

• Reach: 9.6 million views on social channels (Instagram, Facebook, Youtube).

• Engagement: over 390 K likes, more than 10 K comments, 6 K shares.

• Impact: The news was told by the two major national newscasts and appeared on the most important Italian newspapers.