Who on earth ever won a Lion in Cannes? It's the type of thing that sounds like a cinematographic amateur's mix-up: the Lion is awarded in Venice, and the prize given out in the French town is the Palme d'Or. But we're not talking about movies, we're talking about advertising, and Alessandra Romani and Alexandra Todero are among those who can boast of winning a prize in the 'mixed' category, as they did at the Clio and ADCI Awards.
The similarly-named duo of Alessandra and Alexandra met in 2010 in Publicis Roma, becoming associate creative directors in 2012. From there, they moved to Saatchi & Saatchi, where they worked with clients like Renault, Enel, the Italian Post Office, Alitalia, AAMS, CEI and the WWF, until, in April 2015, Superegg chose to entrust them with the role of creative directors. Superegg is a communications agency that boasts among its clients brands like Toyota, Peugeot, Mercedes, Fiat, Fox, Puma, Sony, Philip Morris and Bulgari, to name but a few. But the story doesn't end there, because their appointment as creative associates at Spark 44, where they will dedicate their time to Land Rover and Jaguar, has just been made official.
When you hear talk of creativity in Italy, it's never quite clear what's being discussed. Sometimes it simply means advertisers hiding behind a smokescreen of 'creativity' and camouflaging their Orwellian intentions behind artsy glitz. But not Alessandra and Alexandra. Their work is characterised by creativity which is as effective as it is honest – creativity which makes an impression on the public and gives their clients results. So on the one hand are the ideas, and on the other, strategy and media.
In a recent interview, they stated that some see them as “two Japanese soldiers who haven't realised that the war is over." They don't agree - the war actually isn't over, and it's the war they're fighting against shallow, boring advertising that is offensive to the intelligence of its intended audience.
The story was told by Vins Gallico, writer.
A winning creative duo. Alessandra Romani and Alexandra Todero are the associate directors of Spark 44.