In 2007 Federico worked with Discovery’s marketing team, led by Rebecca Rormark, in a collaboration with London agency Mother on a disruptive campaign to launch new tattoo reality show “London Ink”.
As the marketing budget could not afford conventional outdoors media, they decided to spend the best part of the budget creating two stunning sculptures and install them in high density areas in London. A small complement was spent on Press, TV and Cinema ads (created in-house), and stencils on London’s streets.
The stunt was a sensation and is now considered a ‘classic’ of disruptive advertising. It was picked up by most mainstream and digital media (this was before Twitter and Facebook) and achieved a media coverage valued more than 10 times higher the total budget.
It won numerous awards and is featured in “This is Advertising”, Eliza Williams 2010 book addressing the changes that are occurring within advertising.