After the success of the “Curiosi si cresce” repositioning, Clementoni trusted us with the new Christmas campaign for Sapientino. This time though, they asked us to leave behind the old format – based on kids’ questions – and keep our focus on a single thing: the product.

“Curiosi si cresce” tells us two things. On one hand it’s making a promise about the future of our children, on the other it makes the promise true: we just have to look into the mirror, because every Italian played with Sapientino when they were a kid. In this campaign we focused on this very aspect. So a product demo, with a very simple sales oriented soul, becomes a purpose oriented campaign, in which we discover how to grow really curious.