"As an advertising person, I often have communications forced upon me in which A plus B has to equal C. What I like about the Løv Organic project is that A plus B magically equals D. Let me explain: the product is tea but the logo is a small bird; they want to be sustainable and they use tins as containers; convention states that the colours should be mute but instead they’re bright…
In other words, what we have before us is a lively, vibrant creation that conveys its message immediately and with impact, rewriting the whole rulebook for this product category as if it were the most natural thing in the world. The attention to detail and up-to-date, polished design make it a coherent and sophisticated project. The aesthetic value of the individual packs is even greater when all the pieces are put together.
The result is an all-round sensorial experience, which reinvents traditional tea with a modern and elegant twist, perfectly in tune with the modern lifestyle, but in contrast to today’s hectic pace."
He is Executive Vice President and Chief Creative Officer at Young & Rubicam Group Italy. Vicky’s arrival in Young & Rubicam Group coincides with the historic offices moving and the strong will to redefine its communication strategies, based on the new frontiers of communication.
In the new group, at the beginning of June 2012 and 2013 he was awarded, for the third time, Creative of the Year and Young and Rubicam Group was named Best Holistic Agency of the Year, winning almost every category with different projects for different brands.
Today, Vicky Gitto is Member of the Y&R Global Creative Board and one of the most highly awarded Italian creatives, with hundreds of golds, silvers, bronzes and/or short-listings at main local and international Advertising Awards.