Adoptive Parents Write Letters to Their Former Selves in This Touching Italian Film

Unscripted Ad for Adoption Group CIAI Lets Parents Speak For Themeslves

Published On
Dec 01, 2014

Editor's Pick

This touching film about adoption was created by Ogilvy & Mather Italy for pro bono client CIAI (the Italian Center for International Adoptions), which specializes in inter-country adoptions. In a docu-style that reminds of us of Dove's Real Beauty Sketches, the agency asked five adoptive parents to compose a letter to themselves, back at the time their adoption request was accepted. Their emotional, honest and unscripted responses say more about the process of adoption than a traditional ad ever could. The film ends by telling us how CIAI has helped adoptive parents for more than 46 years. The campaign will run on social media and includes a microsite where you can read the letters of all the adoptive parents involved.


Dec 01, 2014
Brand :
Client :
Agency :
Ogilvy & Mather - Italy
Chief Creative Officer :
Giuseppe Mastromatteo
Chief Creative Officer :
Paolo Iabichino
Senior Art Director :
Letizia Bozzolini
Senior Copywriter :
Serena Pulga
Digital Art Director :
Michele Urbani
Digital Senior Copywriter :
Lavinia Francia
Account Supervisor :
Stefano Romanazzi
TV Producer :
Francesca D'Agostino
Community Director :
Barbara Falanga
Front-End Developer :
Giada Pastorino
Production Company :
Mercurio Cinematografica
Executive Producer :
Francesco Pistorio
Director :
Edoardo Lugari
Director, Photography :
Marcello Dapporto
Producer :
Danielle Joujou
Set Designer :
Luca Vitetta
Costume Designer :
Maria Helena Pistorio
Production Director :
Pina Salmoiraghi
Post Production :
You Are
Editing :
Eleonora Cau
Original Soundtrack :
Stefano Pulga for Stepstudio

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