José prima

Creative idea

Prima Assicurazioni is an Italian insurance company built on a simple promise: always put customers first. No coincidence, “Prima” literally means “First” in Italian. To prove that this is more than just a name, we took the ultimate “Number One” and made him come second. José Mourinho, famously known as The Special One, meets Prima and discovers that customers come before him. This encounter sends him into an absurd spiral: repeating “José Prima” like a mantra while living through unexpected everyday moments. The only way to put things right? Becoming a Prima customer. Because with Prima, customers always come first.

Brand name: Prima Assicurazioni
Advertiser / client: Fabia Bernacchi
Product / service: Insurance
Campaign name: José prima
Agency network: Omnicom Advertising
Agency: TBWA Italia
Chief creative officer: Mirco Pagano
Creative director: Vittoria Apicella, Frank Guarini
Art director: Luca Attanasio, Beatrice Vanin, Federica Pizzolato
Copywriter: Margherita Ceretti, Ilaria Tentoni
Client account director: Monica Lomazzi
Strategic planner / strategist: Eleonora Gomez De Teran, Sarah Corleta
Film production: Mercurio Cinematografica
Director: Martin Werner
Director of photography: Nicolaj Brüel
Agency producer: Martina Perversi, Maddalena Ricolfi
Additional company: Omnicom Advertising Group CCO: Luca Cortesini Business Manager: Chiara De Petris Business Manager: Matteo Latini Executive Creative Producer / project Manager: Cristina Mazzocca Print Traffic & Production Coordinator: Paola Gemelli Graphic Designer: Marco Baratti Chief Strategic and Digital Officer: Michael Arpini Executive producer: Luca Fanfani Stylist: Joanne Gatfield Set designer: Sergio Costa 1st AD: Jorge Costa Service company: Jaja Film Photographer: Yuma Migliaccio Post producer: Roberta Caimi Editor: Eleonora Cao Online: Bacon X & You Are Audio: The Log Color: Daniel Pallucca