Maniac is a high-concept show about overcoming depression and past
traumas through a revolutionary drug-induced psychedelic therapy.
For the Italian launch of the series on Netflix, we focused on one of therapy's most effective meds: real human connections.
That's why we launched ManiAPP,
the first dating app based on mutual anxieties.
VIDEO CASE
DIGITAL
Especially in simplified social media's jargon, the idea of feeling anxious even for the most insignificant thing is a powerful insight able to unite all Italians.
On the website (www.maniapp.it), users had the possibility to create their own “Anxiety Profile”, choosing up to 10 popular Italian anxieties from a database of nearly 200. Then, they were redirected to the matching area, where it was possible to be associated to all others ManiAPP’s users on the basis of anxieties’ compatibility.
SOCIAL VIDEO: LAUNCH
To promote ManiAPP, we created a twisted infomercial starring one of the most "weirdly" popular Italian celebrities:
Costantino Della Gherardesca.
INSTAGRAM STORIES
MEDIA KIT
We also created personalized media kits for selected “maniacal” influencers (such as Camihawke, Tess Masazza and Chiara Galiazzo).
In the NPB’s special envelope we inserted a weirdly scientific brochure, an NPB customized badge, 10 different anxieties stickers and 3 sugar replicas of the pills seen in the show.
SOCIAL VIDEO: RESULTS
A week after the online, we collected real data from ManiAPP’s users and created a recap video as well.
OOH
SOCIAL RESPONSES
CREDITS
Executive Creative Directors & Partners – Livio Basoli & Lorenzo Picchiotti
Copywriter – Andrea Galanti
Art Director – Nicolò Andrea Ales
Account Director – Elena Panza
Senior Account Manager – Ilaria Belcastro
Integrated Production Director – Matteo Pecorari
Producer – Martina Kirkham
Junior Producer - Claudia Ammassari
Digital Executive - Mirko Mantellato
Post Production Supervisor – Seba Morando
Motion Designer – Marco De Benedictis
Copywriter – Andrea Galanti
Art Director – Nicolò Andrea Ales
Account Director – Elena Panza
Senior Account Manager – Ilaria Belcastro
Integrated Production Director – Matteo Pecorari
Producer – Martina Kirkham
Junior Producer - Claudia Ammassari
Digital Executive - Mirko Mantellato
Post Production Supervisor – Seba Morando
Motion Designer – Marco De Benedictis
Film Editor – Giulia Cosma
Web Team Head - Ilia Chanchaleishvili
Web Project Owner - Tako Kereselidze
Design Project Manager - Sally Janelidze
Web Designer - Nino Lekveishvili
Back-end Developer - Irakli Kobalia
Front-end Developer - Misha Tsankashvili
Front-end Developer - Xatia Macharadze
Web Project Owner - Tako Kereselidze
Design Project Manager - Sally Janelidze
Web Designer - Nino Lekveishvili
Back-end Developer - Irakli Kobalia
Front-end Developer - Misha Tsankashvili
Front-end Developer - Xatia Macharadze
