Chicco - Artsana Group

Chicco. This is just a little selection from fifteen years of professional story and hundreds of projects: tv, print, radio, packaging and any kind of below the line.

The Chicco Toys tv campaign had even seven/eight subjects every year, some time more, just before Christmas. Every time some new commercials were produced in addition to some elder and every time it was a big sales success. It went on air six years.

Client: Chicco Artsana - Toys
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Elena Spada - Copywriter: Andrea Marras - Ugo Mauthe
CdP: FilmMaster - Director: Henning Winkelmann

Chicco Toys from 1994 to 2002, a short selection,

the copywriters are different story by story,

the movie team is always Mercurio

and the art is always Elena Spada.

Client: Chicco Artsana - Toys Agency: Phoenix Advertising

Creative Director: Ugo Mauthe - Art Director: Elena Spada
CdP: Mercurio Cinematografica - Director: Giovanni Bedeschi

Copywriter: Renata Bolognesi

Copywriter: Andrea Marras

Copywriter: Ugo Mauthe

Copywriter: Renata Bolognesi

Client: Chicco Artsana - Toys
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Elena Spada - Copywriter: Andrea Marras
CdP: Mark TV - Director: Maurizio Esposito

Client: Chicco Artsana - Shoes
Agency: Phoenix Advertising

Creative Director & Copywriter: Ugo Mauthe
Art Director: Osvaldo Plano
CdP: Mercurio Cinematografica - Director: Paolo calcagni

Client: Chicco Artsana - Shoes
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Osvaldo Plano - Copywriter: Andrea Marras
CdP: Harold - Director: Jack O'Melli

Client: Chicco Artsana - Strollers
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Elena Spada - Copywriter: Andrea Marras
CdP: Central Groucho - Director: Nadia De Paoli

Client: Chicco Artsana - Prams
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Elena Spada - Copywriter: Andrea Marras - Ugo Mauthe
CdP: Central Groucho - Director: Nadia De Paoli

Client: Chicco Artsana - Wears
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Osvaldo Plano - Copywriter: Andrea Marras
CdP: Mercurio - Director: Valerie Clement

Client: Chicco Artsana - Strollers
Agency: Phoenix Advertising

Creative Director: Ugo Mauthe
Art Director: Carlo Musso - Copywriter: Andrea Marras
CdP: New Partners - Director: Wim Van Sloten

Selected print campaigns

Client: Chicco Artsana - Paedology
Agency: Phoenix Advertising

Creative Director & Copywriter: Ugo Mauthe
Art Director: Elena Spada

Photographer: Luciano Pergreffi

Client: Chicco Artsana - Retail
Agency: Phoenix Advertising

Creative Director & Copywriter: Ugo Mauthe
Art Director: Elena Spada

Photographer: Paolo Gandola for 1st subject, Parenti for the others

This is a special print campaign in my experience.

Many copywriters, myself included, wrote a lot of headlines in a baby conceptual way.

The campaign started in 1994 and went on many years - these are second year subjects, I think - changing art direction treatment but not the copy approach. It won a lot of italian awards and became a sort of cult among italian mothers .