Generation 56k is a Netflix TV show about first love and lifetime friendship. It tells the stories of a group of friends in two moments of their life: their childhood - in the 90s - and nowadays.
To launch it, we created a campaign about love in the 90s, bringing back the glorious formats and tools to whom every millennial, as a beginner, has entrusted its own love life.
The poster shows the double timeline of this TV show.
In the polaroid they’re teenagers in the 90s, in the smartphone they’re adults in 2022. The location is a 90s teenager bedroom, full of objects that don't exist anymore and that every millennial knows.
Longer before all the hipster horoscopes, the fortune cookies and the Buzzfeed tests,
the compatibility between two people could only be validated by one thing:
The Love Calculator.
We brought back from the 90as The Love Calculator, that worked just through SMS.
We gave also to the GenZ the opportunity to challenge their soulmates with this "scientific" method.
Everybody had the chance to test their partners with just a SMS.
But in Naples, people did it on real 90s phones: we created some giant phones,
with people literally pushing its buttons to check their compatibility.
And for those who haven’t found their soulmate yet, we brought back another love-tool from the 90s: The Club, a very popular TV format where people had to answer to some questions in front of the camera, hoping for a call back.
Agency: DUDE Milano
CCO & Partners: Livio Basoli & Lorenzo Picchiotti
Group Creative Director: Selmi Bali Barissever
Creative Directors: Luca Riva & Davide Labò
Senior Copywriter: Andrea Galanti
Copywriters: Cecilia Panisi
Art Directors: Alessandro Borrelli
Junior Copywriter: Paola Cecere
Junior Art Director: Edoardo Serafini
Head of Design: Alessio Salatino
Client Director: Elena Panza
Senior Account Manager: Piera Colasante
Account Executive: Eléonor Michel
Strategy Director: Marco Mammino
Digital Strategist: Elisa Fiorentini
Social Media Manager: Alessandro Magnani
Social Copywriter: Elisabetta Cavanna
Social Art Director: Luca Poldelmengo
Integrated Production Director: Matteo Pecorari
Senior Producer: Maria Chiara Muglia
Producer: Valeria Mazzotta
Production Company: Ciao People
Post Production Supervisor: Sebastiano Morando
Junior Motion Designer: Dario Lipani
Head of Events and Special Projects: Laura Boy
Production Manager: Giorgio Zattoni
