Bea World 2017, a Next Group l’oro nella macrocategoria ‘B2B Event’ e l’argento ‘Live Entertainment’ con ‘S. Pellegrino Young Chef 2016’

Dopo gli importanti successi ottenuti al Bea Italia 2017, a cominciare dal terzo premio ‘Best Event’, principale riconoscimento della manifestazione, leggi news, Next Group (clicca qui per accedere alla Directory e leggere la scheda dell’agenzia) si è distinta anche al Bea World 2017, il premio internazionale ideato e organizzato da ADC Group, dedicato agli eventi e alla live communication.  

L'award si è svolto nell'ambito del Bea World - The International Festival of Events and Live Communication, la manifestazione globale, anch’essa ideata e organizzata da ADC Group, tenutasi dal 15 al 18 novembre 2017 nella città di Porto, in Portogallo. 

Grazie all’evento ‘S. Pellegrino Young Chef 2016’ (apri la gallery fotografica in alto per vedere le immagini), firmato per il cliente Sanpellegrino, Next Group ha, infatti, conquistato l’oro nella macrocategoria ‘B2B Event’ e l’argento ‘Live Entertainment’. 

E20express ha raggiunto Marco Jannarelli (apri la gallery, seconda foto), presidente Next Group, per un commento: “Siamo molto soddisfatti per questi premi, perché S. Pellegrino Young Chef è stato un evento molto complesso a livello organizzativo. Il progetto ha richiesto una forte dose di creatività, per far evolvere quello che poteva sembrare un semplice ‘cooking show televisivo’ in un vero e proprio progetto di live entertainement, realizzato dal vivo, dotato di ritmo e altamente coinvolgente”.

“Inoltre - ha aggiunto Jannarelli -, oltre allo show dal vivo, l’evento è stato arricchito da una tre giorni di brand experience per tutti i partecipanti, ossia i manager dei mercati internazionali di Sanpellegrino, grandi clienti dell’azienda ed esponenti della stampa internazionale. Gli ospiti hanno, infatti, potuto vivere tre giorni di eventi speciali ed esclusivi, che hanno esaltato il legame con il made in Italy, dalla moda al design, passndo per la storia, l’arte e l’eccellenza della ristorazione italiana”.

Gli eventi del Bea World - lo ricordiamo - sono stati valutati da una giuria composta da autorevoli esperti, manager e professionisti della live communication, provenienti da diversi Paesi del mondo. A coordinare il lavoro dei giurati quest’anno è stata la presidente di giuria, Andrea Faflikova, senior Pr & event manager Ceemea di Lego Group.

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NEXT GROUP - I PREMI VINTI AL BEA WORLD 2017

MACRO CATEGORIES AWARDS

B2B EVENT

PRIMO PREMIO

S. Pellegrino Young Chef 2016

Società organizzatrice: Next Group

Cliente: Sanpellegrino

Paese: Italia

LIVE ENTERTAINMENT

SECONDO PREMIO

S. Pellegrino Young Chef 2016

Società organizzatrice: Next Group

Cliente: Sanpellegrino

Paese: Italia

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LA SCHEDA DEL PROGETTO PREMIATO

S. Pellegrino Young Chef 2016

Brief description: The final phase of the main contest for young chefs from around the world is a 3-day PR event about haute cuisine ending with a show streamed live.

Organising Company: Next Group.

Client company: Sanpellegrino S.p.a.

Dates of implementation:  13/10/2016 - 15/10/2016.

Target: An audience of 300 people made of journalists, top clients, partner companies and S.Pellegrino’s worldwide market directors.

Location: Milan, The Mall.

Objective of the event: Consolidate Sanpellegrino's brand positioning as the leading partner in haute cuisine. Reinvent the format of the event’s first edition, transforming the competition into a real show in order to gain wide media coverage all over the world.

Creative idea and description of the event: The final of the international competition for young chefs features 20 nominees, winners of regional selections. Day one and two are to determine the three finalists with the press and insiders as target audience. Each competitor is mentored by a Michelin starred chef and broadcast live on LED screens. The third day is the final:  the three finalists prepare their signature dish backed by their mentor. The jury is composed by “the Seven Wise Men”:  7 internationally acclaimed chefs. The “Alma” International Culinary School acts as guarantor.All phases of the contest are designed to create a show of great impact.An exclusive two-day brand experience program for VIP guests was tailored with plenty of unique events taking place in some of Milan’s famous locations, symbol of Italy’s excellence.

Effectiveness: 72 journalists 4,000 press articles worth €9,700,000 1,547,000 contacts 50,000 live streaming viewers.

Media Mix: The www.finedininglovers.com portal amplifies the media coverage of Sanpellegrino’s competition during all its phases until the final show. The whole event in Milan is streamed on the portal and also on Sanpellegrino’s official Facebook page and YouTube channel. The event is supported by an international press office activity, able to drive to Milan over 70 journalists from all over the world.

Budget:  1.000.000-2.000.000 €.

Staging and Set design:  During the first two days, the chefs work whilst being broadcast live by fixed cameras. In addition, mobile recording troupes film the details of what is happening inside the kitchens. The recordings are then selected and edited to create the clips that will be screened during the final show. On the third day, the audience is welcome to seat in lounge-style tribunes facing 10 professional kitchens setup inside The Mall, an open blank canvas space. A 40-meter motorized LED screen placed above the kitchens showcases the chefs while preparing their dishes, and is used as a high-tech stage curtain to reveal or hide what is on stage. During the show, in an area adjacent to the stage, the gala dinner is set-up:  when the competition is over, chef Massimo Bottura show cooks live for 300 VIP guests.

Producer:  Valentina Bigicchi

Technical direction:  Sergio Grati – Valentina Bigicchi

Organising officer:  Duketour – Next Group

Logistics:  Valentina Venditti

Concept:  Mauro Martelli - Federico Ronco

Direction:  Federico Ronco – Romain Sabella

Copy: Caterina Gaia - Katamashi

Set design: Giò Forma

Stage built up: Zorzi - Artes

Set built up:  Artes

Audio: Musical Box

Lights: Musical Box

Video: STS

Special effects: Joy Project

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Mario Garaffa