Horror in Italian interactive

This is not a nice post. Once again I have to sadly point out how it’s rare and unusual in Italy to find innovative ideas in interactive. This morning I was reading Pubblicità Italia, and I found the news about this campaign (sorry the article it’s in Italian), http://www.bodyscare.com/ a website created to promote the upcoming horror movie “Hostel II”. I visited it and I thought “cool, eventually an innovative concept! But it was just an illusion... Yes, because when you first land on the site you happen to see a L’Oreal kind of visual, promoting a beauty farm and a series of treatments to keep you beauty and young.

However the positive impression lasts just for a couple of seconds, because after a moment the site reloads and because the ugly page I show below.

So, to recap... they had a very good idea (hiding an horrow movie campaign behind a beauty farm site), but they didn't take it any single step further. There isn't a second level of content (and there was sooo much to play with!), everything is just a wallpaper! Flat, sad and depressing. Who's the one to blame for this lack of energy? The client? The agency?Continue reading... "Horror in Italian interactive"