Selling your soul. Remember the advert for the Toyota 86? We're talking about a sports car, the kind a swinging bachelor might drive, so you can bet that if you're a man and you're in a relationship, your ladyfriend won't take too kindly to your choice of vehicle. Thus was born Fattela Perdonare which, along with the purchase of the car sent a bouquet of roses to the companion of the driver with the wandering eye. Result: twelve thousand saved marriages. Then there was the viral detective story Misfatto di casa Felice, a game where the user had to solve the case of the roast turkey thrown against Mr. Felice's window. But there is more to Alice Scornajenghi (and to save you some phonetic gymnastics, I won't write her unpronounceable Calabrian-American surname again) than this playful side.
There are also powerful, moving campaigns like the prizewinning one for the Telefono Azzuro, or the one with a lion with tooth decay (I'm not kidding: it's a gorgeous video of a white lion being anaesthetized and taken to the dentist in the middle of the savannah because he could no longer bite and had started getting depressed). So Alice works in various registers. And anyway, it is what she always wanted to do and what she does best. After graduating in literature she dreamed of a career as a writer (i.e. being unemployed), but instead her social life and her talent for writing saved her. By a strange (but honest) Sex and the City-like coincidence at a party, she found herself selling her soul to the devil (i.e. to advertising). But as she reveals without shame, these last few years have taught her that the devil can actually be very cool (even if he's not driving a Toyota 86). But above all, they've taught her a language that creates unforgettable images in the memory of whoever sees her work. And now, give me that Toyota 86!
The story of Alice Scornajenghi has been written by Vins Gallico, writer.