RomaSposa is the biggest exhibition in Italy dedicated to couples
planning to get married, and it offers the public everything from
wedding dresses to travel agencies and furniture. Because all people -
or most - are potential targets for this hallowed state, the exhibition,
and therefore the ads, are targeted at all young people rather than just
those on the brink of marriage. This year’s campaign debunks cliches of
weddings, by portraying some more unusual ones from around the world.
’Some come back every year,’ reads the headline of one execution, which
features an emir and several of his wives. Another shows an angry wife
with a rolling pin and the headline: ’If your wedding doesn’t work,
we’ll refund the cost of your ticket.’
Agency: Saatchi and Saatchi Milan
Writer: Francesco Taddeucci
Art director: Francesca Risolo
Photographer: Antonio Capa.