Akita Film take a world tour with Regina

Regina, the most well-known brand of Sofidel, a worldwide paper group active in the production of toilet and household paper, is back on air in Italy with the campaign How we met, focused on toilet paper Rotoloni Regina, a product that boasts a long history of communication.

The claim 'The Regina rolls never end' is in fact still among the best known to the general public.

The campaign focuses on an adventure inspired by the main feature of the product, the unusual length of the maxi-rolls (rolls with a larger diameter and a number of tears more than double compared to other rolls of toilet paper) to tell the story of a young man who accidentally drops a roll that starts to run fast, leaving behind a trail of endless paper. The stubborn pursuit of the scroll leads the man far from home, to make a real tour of the world that passes from Monument Valley to the Wall of China, then through an Arctic landscape, up to a deserted island and in the middle of a dense jungle. It is here that the man, engaged in the task of recovering the elusive roll, makes the encounter that will change his life.

Sofidel – ROTOLONI

Credits

powered by

Agency Grey/Milan
Production Company Akita Film
Director Dario Piana

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

powered by

Agency Grey/Milan
Production Company Akita Film
Director Dario Piana
Post Production Effetti Digitali Italiani (EDI)
Executive Creative Director Francesco Bozza
Executive Producer Paolo Zaninello
Producer Mapi Brambilla
Producer Carlotta Magnani

Editor Davide Mauti

Show full credits

Hide full credits

Credits powered by

The commercial was entirely realised with the Virtual Set technology, which was presented during a press event at the WPP Campus in Milan. Thanks to an LED screen and 3D funds that reconstruct the most remote locations on the planet, director Dario Piana and production company Akita Film have managed depth, lights and perspectives in a realistic way literally immersing the actors of the spot in those scenarios, making them appear to the viewer perfectly integrated into the same. The production has thus been able to range without borders never moving from Milan, the city where the shooting took place.

Francesco Pastore, Sofidel Chief Marketing & Sales Officer, comments in the note: "Reducing emissions and increasing the use of renewable energy are central elements in Sofidel’s sustainability strategy. In the last year, only in Italy, we have produced 150 million rolls of toilet paper with the wind, thanks to the energy produced by the wind farm of Alcamo II in Sicily. We are pleased to have been able to apply the same approach to the realisation of our commercial".

Francesco Bozza, VP Chief Creative Officer Grey, adds: "For those of us who do the job of communication, working on a product like this is a great responsibility: the Rotolone Regina is one of the most famous icons and most loved by Italians, with a very recognisable and settled advertising history. We chose a simple and surprising storytelling, consistent with the values of the Brand, and we enriched it with a fresh and modern style. The Rotoloni Regina never end. Not even to amaze".