In The News Translation – 12/20/18

Engage, Media Key, Spot and Web, Brand News and Pubblicom Now display FCB Milan’s new Christmas campaign for Continental.


Continental Italy goes on air and online for Christmas with FCB Milan

The campaign anticipates the news and strategic changes in communication that the Italian branch of the company is working on for 2019, together with its new creative agency.

The first campaign by FCB Milan for Continental goes online. The agency recently won the competition for creativity in Italy, while Mediacom won the European media pitch, with active assignment since 2019. The planning of this campaign is internal.

The ad, visible these days in Piazza San Babila in Milan, thanks to a large billboard, and on some offline and online media, is characterized by the copy “Millions of kilometers in one night for over two thousand years. And never an accident,” while the horse symbol of the brand seems to turn into a reindeer for Christmas greetings.

A new language has been chosen by Continental Italia together with the agency – which has already suggested some innovations and strategic changes in communication for 2019.

“Continental has a good reputation in Italy for tires, but the company does many other things. We are the world leader in the development of intelligent technologies for the transport of goods and people. Areas in which we work alongside are involved in constant research and developments in safety that are in line with Vision Zero, and the vision of Continental aims to eliminate accidents, injuries and victims of the road,” said Alessandro De Martino, CEO of Continental Italy.

“2019 will be a year of great commitment in which we want to further increase the knowledge of our brand and our identity that sees us increasingly as protagonists in the mobility of the future.”


Francesco Bozza – Chief Creative Officer

Massimo Verrone – Group Creative Director

Gianluca Belmonte – Associate Creative Director

Giulia Martoni – Art Director

Fabiana Aversa – Copywriter

Maria Lucia Arati – Account Supervisor

Federica Maioli – Junior Account Executive