ITALO CANEPA
PORTFOLIO
Hi there! Scroll down to discover a selection of my work.
Nissan - Mechanic's Perfect Pitch
Nissan needed to recruit 50 new mechanics to join its team. But traditional job ads weren’t attracting top talent, so we took a different approach. Instead of asking candidates to apply, we asked them to listen. Real car failure sounds were turned into radio tests, challenging mechanics to diagnose issues by ear, just like the best do on the job.
Tide - Stains
“Tide To Go” is Tide’s stain remover pen, perfect for those moments when you’re out and about and spill something on your clothes. To launch it in South America, we created this print campaign based on something we can all relate to: sometimes, a stain on your clothes might go unnoticed… but other times, not so much.
Nissan - Some love it, some hate it
The Juke is Nissan’s most polarizing model. Its design has always split opinions: people either love it or hate it. So, for the regional launch of the 2024 Juke, we embraced the hate and turned it into something fun. For the first time in its history, Nissan openly acknowledged that some people dislike its product and even let a pigeon poop on it. Just like in real life, that turned out to be a sign of good luck: the campaign delivered the best post-launch test results ever recorded for the model.
Nissan - 7 Second Treasure Hunt
Koh Lanta, France’s most-watched reality show, offers only 7-second sponsorship slots, repeated over 8 weeks. Nissan saw this as an opportunity to launch the new Juke, but let’s face it: no one wants to watch the same 7 seconds for two months. So, we turned them into an interactive treasure hunt that unfolded week by week, transforming a few seconds of media space into 30 minutes of branded content.
Directv - Grill in Picture
In Argentina, watching football is practically synonymous with making a barbecue. The problem? The person manning the grill always misses the best moments. So with DirecTV, we created a solution: a connected grill that syncs with your TV’s picture-in-picture feature so you can watch the game while cooking. Within 24 hours, the idea went viral across South America. Demand tripled, and we had to ship extra units from Argentina to Chile, Uruguay, Ecuador, and Peru.
Ajax - Make a Mess
When even Marie Kondo admitted that mess can bring joy, we knew this was our moment. "Make a Mess with Ajax" flipped the rules of tidy content, turning joyful chaos into a celebration. And showing that with Ajax, cleanup is no big deal.
Formula E - The Fastest Hommage
During the Cape Town E-Prix, Nissan driver Sacha Fenestraz set the fastest lap in Formula E history. We had to celebrate the record—fast. Just 24 hours later, we published a series of photos shot entirely during that one historic lap. The best part? The Nissan logo was almost impossible to read, thanks to the sheer speed of the car. A visual proof of performance, captured in real-time.
Berocca - Mechanical Desk
Often, we don't realize how tiring our routine can be. That's why, with Berocca, a vitamin supplement for daily activities, we found the perfect way to show it: by creating a mechanical desk. Inspired by a mechanical bull, the desk would shake, spin, and test people's endurance, just like a long workday does. The less you lasted, the more you proved you needed Berocca.
Brahma - Friend’s Day
Brahma wanted to do something special for Friend’s Day, a holiday in Argentina where people come together to celebrate friendship. But it had to feel on-brand and fun. So we created the ultimate greeting card for your soul friend: one that comes with a six-pack of beer. A heartfelt message on the outside and a proper celebration on the inside. It was a truly moving project, I must say.
Coca Cola - The Sharing Billboard
Coca-Cola was launching the “Share a Coke” campaign in Argentina, encouraging people to connect and share a Coke with someone else. Instead of just putting up a billboard with the message, we created something more meaningful: a unique billboard-vending machine that only worked when two people sat down together. Just a small moment of connection was enough to unlock an ice-cold Coca-Cola between two strangers.
Nissan - The Scent of Racing
Today, sim racers have almost everything they need to feel like they’re on the track: hyper-realistic games, high-end steering wheels and pedals, ultra-wide monitors. But there was still one sense missing to take immersion to the next level: smell. To celebrate the launch of Gran Turismo, the movie that turns a gamer into a real-life driver, we created something that does the same on a smaller scale: racing-scented candles. Each one designed to bring the track into your living room, one lap at a time.