Friuli DOC

Create the official image of the largest food and wine event in Friuli Venezia Giulia.

Client

Comune di Udine

Sector

Tourism

Tools

Concept, claim, promotional strategy, ADV campaign, digital ADV, BTL tools, city dressing, extra-urban billboards, merchandising, digital tools

Description

Now in its thirtieth year, Friuli DOC is the largest food and wine festival in Friuli Venezia Giulia. An unmissable event that every year draws thousands of people to the streets of Udine’s city centre and, among great traditional classics, dishes and convivial tables, tells the story of the area’s best specialties.

Concept

Friuli DOC is a celebration that boasts a deep connection with the world of illustration and that year after year has always been told by concepts and images created ad hoc.

On the occasion of the thirtieth anniversary, to make the event even more special, the creative idea was to give strength and shape to the word DOC, transforming it into a frame capable of embracing the most famous places in the city of Udine, home of the event, together with the most loved products of the region.

Illustration featuring a letter 'D' that is composed of various Italian elements: architectural landmarks, a clock tower, traditional food items like bread, cheese, sausage, wine, and a person playing a violin. The colors are warm and inviting, reflecting Italian culture.

Claim

To best convey the spirit of the festival, the visual featuring the illustrated DOC writing has been enhanced with the claim “A city, a territory to be savored,” unequivocally underlining the event’s character, full of authentic flavors and sincere smiles.

Text reading "FRIULI DOC" with each letter featuring colorful illustrations of food, wine, landmarks, and culture from the Friuli region. Below, it reads "Una città, un territorio da assaporare. La più grande festa enogastronomica del FVG." The background is light beige.

Promotional strategy

To give even more importance to the thirtieth anniversary of Friuli DOC and to remember its value as a celebration “based in Udine” but representative of an entire region, an ad hoc communication strategy has been studied, with the planning of personalized installations, created on the architectural needs of the city and functional to make Udine even more beautiful and welcoming for everyone.

Large, colorful 3D letters spell out "DOC" with "FRIULI" above and "UDINE" below in a public square. Each letter is decorated with vibrant illustrations representing the region's culture, including wine, food, architecture, and landmarks. In the background are historical buildings and a statue.

ADV Campaign

Friuli DOC is now a fixed appointment for the city of Udine and the entire region, as well as a unique opportunity to fuel tourism in the area.
With this objective, press campaigns have been planned in the main local and foreign newspapers, such as Messaggero Veneto, Kleine Zeitung and some special ADVs, dedicated to Italo train magazines.

A colorful poster for the 30th edition of the "Friuli DOC" event in Udine, Italy. Scheduled for September 12-15, 2024, it celebrates the region's food and wine. The tagline reads "A city, a territory to savor," with graphics of food, drinks, and landmarks.

A close-up of a newspaper with an advertisement for "Fruili," a gastronomic festival in Udine, Italy from September 12-15, 2024. The ad features colorful illustrations of food and landmarks, event details, partner logos, and a QR code, next to a black and red mug.

Promotional poster for the FRIULI DOC event in Udine from September 12-15, 2024. Features main event details, sponsors, organizers, and a detailed illustrated map of Udine city, highlighting various event locations and cultural attractions.

A person in a white shirt is holding an open event brochure titled "FRIULI" with dates "12-15 Settembre 2024." The brochure contains text, images, and a map showcasing event locations and details. The background is blurred, focusing on the brochure.

Digital ADV

Coordinated with the print campaigns and created to attract the national audience, the digital advertising campaigns, planned on skins and banners of the main online newspapers, such as Corriere della Sera.

A desktop monitor displays a webpage promoting the "Friuli" event in Udine, Italy, scheduled for September 12-15, 2024. The poster features illustrations of local activities, landmarks, and a logotype. Text highlights the local area's theme: "A city, a territory to savor.

A tablet screen displays a news website featuring various articles and advertisements. An event ad for "Fruili" on September 12-15, 2024, includes a graphic with landmarks. Other content includes articles, videos, and ads for food products and entertainment events.

BTL Tools

Paper tools such as promotional flyers and invitations, but also the foldable and illustrated map of the city, a booklet with the description of all the events, to keep in your pocket, in your bag and why not, keep as a souvenir.

Illustrated city map showing various points of interest such as museums, restaurants, parks, historical sites, and cultural landmarks. The map includes icons for each type of location. A person sitting on a glass of wine and a plate of food is depicted in the corner.

A tri-fold brochure is laid open on a wooden surface. It features information about the Friuli festival, including dates, concert schedules, event highlights, and images. A closed notebook and pen are positioned nearby on the left.

A festival map titled "I Luoghi della Festa" lies open on a wooden desk with a closed notebook and a pencil beside it. The map displays various highlighted locations, symbols, and a detailed layout of the festival's area on a sunny day.

An open booklet on a light surface, showing a page with logos of various sponsors on the left, and another page on the right with a cartoony illustration of people, dated 12-15 September 2024, titled "FRIULI: Una città, un territorio da scoprire".

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An open booklet lays on a light-colored surface. The pages are formatted in Italian with a detailed event program for "13 Venerdì Settembre", listing various sessions, their times, and descriptions. The design incorporates orange accents and an illustration of a building.

City dressing

The claim “A city, a territory to savor” also means streets, avenues, stages, historic buildings, views to be set up en masse, bringing the new concept of Friuli DOC to double-sided and three-sided totems, with a map of Udine and directions, posters, stage sets for performances and the press conference, flags, floor stickers and a large illustrated and three-dimensional DOC sign.

A banner hangs between two stone columns under an arched structure, featuring the text "FRIULI DOC Udine" and illustrations highlighting regional landmarks and culture. The background shows the entry to a building with a closed door and steps leading up to it.

A white marble statue of a muscular, nude male figure stands on a pedestal in an outdoor courtyard with arched walkways and banners that read "FRIULI" and "Udine" in the background. The architecture features detailed stonework and a tiled roof.

Narrow European street with people walking and cycling. Historical buildings on both sides have arched windows and various architectural details. A sign with "FRIULI" hangs from a building. Numerous bicycles are parked along the street.

An arched architectural facade with ornate carvings and a sign that says "FRIULI." There are multiple columns supporting the arches, and a stone staircase on the right. The building is part of a historic structure, likely located in an Italian city.

A large vertical banner hangs on the exterior of a rustic stone building. The banner advertises an event in Friuli, Udine, from September 12-15, 2024, featuring food and wine. The banner is partially framed by green tree leaves.

A large banner is attached to a historic stone building, promoting an event in Udine from September 12-15, 2024. The banner reads, "FRIULI - Una città, un territorio da assaporare." Adjacent to the building is a smaller, more modern façade.

A large outdoor stage decorated with flowers and "Friuli" signage. A screen displays information about Friuli. In the foreground, a statue of a nude man stands on a pedestal. People are walking and milling about in the lower part of the image.

A street view of an Italian town showing a yellow building with wrought iron balconies and an old-fashioned street lamp. A banner hangs from the lamp post, displaying text "Friuli" and the letter "5." The sky is clear and other buildings are visible in the background.

A woman stands still beside a large, decorated sign reading "FRIULI DOC UDINE" in an outdoor setting. The sign features images representing Friuli. Several people walk by her, creating a sense of motion in the foreground. The background includes a historic building.

Extra-urban billboards

Outside the city of Udine, the posters for Friuli DOC have materialized in numerous maxi-posters on the busiest roads in the region and beyond.
Furthermore, in Veneto, the train stations of Padua and Treviso have become the setting for the first LED walls ever created for the event.

Two large posters side by side in Udine announce the "Friuli" event happening from September 12-15, 2024. The text describes it as "La più grande festa enogastronomica del FVG." The posters are surrounded by greenery.

Street with advertising posters for the "Friuli Doc" event displayed on a long wall. The posters feature colorful graphics and event details, with trees lining the sidewalk and a crosswalk in the foreground. A gray building is visible in the background.

Merchandising

A range of sustainable and useful proposals, such as shoppers, t-shirts and backpacks, ballpoint pens and sets of placemats, all personalized with the communication concept and the iconic illustrated writing: DOC.

An arrangement of various Friuli-themed items, including a tote bag, a t-shirt, a wooden cutting board, a ceramic mug, a corkscrew, and a pen. Each item features colorful illustrations and the text "FRIULI." The setting emphasizes a cultural and regional theme.

Digital tools

To keep communication between the public and Friuli DOC alive, social channels also received visual support, with posts and stories that animated the feeds, recounting the events of the festival in the iconic style of Friuli DOC.

Five smartphones displaying the same Instagram feed layout featuring promotional content for an event titled "Friuli." The visuals include illustrations, countdowns, and thank you messages in Italian. The phones are arranged on a beige surface.

A smartphone displays an Instagram feed, and beside it are four vertical Instagram posts. Each post has different designs with themes such as music events, baby fairs, August festivities in Friuli, and a music performance. The posts include text and images.

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