How do you make Zanussi irresistible to young women? I started with a bold creative insight—tap into the brand’s ‘good looking’ Italian heritage and turn it into something people could feel part of.

I launched a search for the next Hot Italian Model, partnering with Look magazine to find the perfect new face of Zanussi. But it didn’t stop there. I designed the whole journey—driving audiences online to vote on our site, then bringing them into the conversation on Facebook and Twitter.

To close the loop, I invented the human coupon—the Hupon—a smart, designed piece that doubled as both promotional poster and redemption device.

It was crafted by me, a standout hit in stores that brought the campaign to life in the real world.

Creative, Art Direction, Design, PR, Social