On 28 November, the annual prize-giving event for the winners of the 55th Key Award & 10thRadio Key Award was held in Milan. This is the longest-running national award organised by the Media Key Group, dedicated to TV, web and mobile commercials.
Eden Viaggi and Triplesense, the creative and design agency of the Reply Group, won the first prize for the commercial 'Incredibile ma Eden'. Receiving the award for Eden Viaggi was Tommaso Bertini, Chief Marketing Officer.
The award confirms the success and positive impact of the communication designed and produced together with Triplesense, the agency that also signed the brand repositioning study and the 2022 campaign.
Organising a holiday independently can be a mission impossible in the jungle of options, rates and online booking services. With Eden Viaggi, however, everything is solved with lightness and simplicity, thanks to selected flights and hotels, light prices and guaranteed assistance.
From this creative concept, Triplesense devised a commercial that shows the tension of the protagonists in planning their holidays, using language and poses typical of Hollywood blockbusters to highlight the more 'catastrophic' aspects of organising a do-it-yourself trip.
The fast pace and film trailer suspense builds with each scene, dissolving in the revealing finale: "With Eden Viaggi it's a different story".
The campaign debuted on digital and social channels. The video, in various formats, was also planned for TV and cinema.
The commercial has already received two major awards, marking the brand's return to the mass media in grand style.
Eden has ambitious challenges ahead of it that will see it play a leading role in multiple initiatives starting next winter.