The closing ceremony of the XX edition of the San Bernardino Prize occurred at the Università LUMSA’s Giubileo Hall in Rome. This prestigious award is dedicated to the best for-profit and non-profit advertising campaigns with ethical messages aimed at making a positive change in society.
Lancia’s “Punch” campaign won the award in the “For-profit” category. The jury highlighted how the campaign’s message succinctly and effectively aims to raise awareness to make us more sensitive to and responsible for this social emergency.
Handling a delicate theme with intense yet elegant and respectful images, the “Punch” spot stars Cristiana Capotondi, who invites all of us to work towards spreading an inclusive culture centred on the universal values of love, respect, and beauty.
There is the Ypsilon Alberta Ferretti special series at her side, a vehicle with which women can rediscover their nuances and freedom of expression. After four generations and over three million units sold, the Lancia model continues to fascinate female clients and has established itself as the undisputed leader in segment B.
Lancia has always supported various types of cultural and civil causes.
In the same spirit last April, the brand introduced this awareness project as an expression of social responsibility towards women. Sustainability and social responsibility are among the pillars of Lancia’s Renaissance, which aims to create a better world for future generations.
The “Punch” spot was created by the Armando Testa advertising agency and directed by Ago Panini for Movie Magic productions with the music of the maestro Flavio Ibba.
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