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trends<br />
I Cuccioli vanno al cinema.<br />
Con product placement<br />
Il nuovo film animato del Gruppo Alcuni, studiato e realizzato con grande cura, fa anche<br />
da apripista al product placement nei cartoon italiani. Che sviluppa in un gioco strategico<br />
di rimandi tra il plot della pellicola e le attività di tre partner<br />
Dopo un lavoro durato<br />
oltre tre anni il 22<br />
gennaio debutta nelle<br />
sale il film animato “Cuccioli – Il<br />
codice di Marco Polo”, prodotto da<br />
Gruppo Alcuni ed Edebé in collaborazione<br />
con Rai Cinema. La pellicola<br />
si rivolge a un pubblico di<br />
bambini, ancora in fase di evoluzione,<br />
per cui Sergio e Francesco<br />
Manfio di Gruppo Alcuni hanno<br />
dedicato la massima attenzione a<br />
ogni suo aspetto, dalla costruzione<br />
della storia e dei personaggi alla<br />
composizione della colonna sonora<br />
e al doppiaggio. Il plot, che rispetta<br />
i canoni delle storie per i più piccoli,<br />
24 <strong>Kazachok</strong> Licensing Mag' gennaio - marzo 10<br />
è articolato senza essere troppo<br />
complesso; la trama è stata verificata<br />
in fase di scrittura su un<br />
pubblico di bambini; i protagonisti<br />
sono i sei famosi Cuccioli, eroi indiscussi<br />
della serie cartoon prodotta<br />
dal Gruppo Alcuni e RaiFiction, in<br />
onda su RaiDue e giunta alla quarta<br />
serie. Nel film la papera Diva, la<br />
gattina Olly, il cagnolino Portatile, il<br />
The Cuccioli hit the big screen.<br />
With product placement<br />
The very carefully-produced new 3D cartoon film from<br />
the Alcuni Group blazes a trail in product placement for<br />
European cartoons. With a series of strategic links<br />
between the plot of the film and its three partners<br />
On 22nd January 2010 the cartoon film “Pet Pals –<br />
Marco Polo’s Code” produced by the Alcuni Group and<br />
Edebé in partnership with Rai Cinema, makes its screen<br />
debut after more than two years in the making. Director<br />
Sergio and executive producer Francesco Manfio have<br />
taken infinite pains over the story line, characters,<br />
sound track and dubbing in this film for children of<br />
tender years.<br />
The plot sticks to the traditional pattern for youngsters,<br />
with an easy-to-follow story that was checked out with a<br />
panel of junior critics as it evolved. It features the six<br />
well-known “Pet Pals”, who star in the cartoon series<br />
produced by the Alcuni Group and RaiFiction, broadcast<br />
on RaiDue and now in its fourth season. In the film the<br />
duckling Diva, Holly the kitten, Moby the puppy, baby<br />
rabbit Top Hat, the chick and Pio the frog seek the<br />
Marco Polo Code, which will tell them how to find and<br />
get into Venice’s Palazzo Magic. The Palazzo is home to<br />
the magic they need to fight the wicked spells of the<br />
witch Crow Witch, who wants to leave Venice high and<br />
dry by draining its famous lagoon.<br />
Product placement strategy<br />
This is an important film for Italy, thanks to its quality<br />
and to its innovative product placement strategy, an<br />
unusual formula for Italy, especially for cartoons. Right<br />
from the word go the Alcuni Group has worked with<br />
three partners (Cameo, Oviesse and The Veneto<br />
Regional Council), to fit their brands seamlessly into the<br />
plot of the film. And the three partners will all be<br />
supporting the launch of the film with special promotional<br />
events.<br />
So while little Top Hat recruits his strength in the<br />
desert with a Muu Muu dessert (Cameo), Cameo will be<br />
advertising on all the national networks inviting children<br />
to go and see the film. For three weekends from<br />
mid-January 400 supermarkets will have corners dedicated<br />
to the film, with 30 thousand free tickets when<br />
you buy the dessert.