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
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


Netflix - ManiAPP
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Netflix - ManiAPP

Maniac is a high-concept show about overcoming depression and past traumas through a revolutionary drugs-induced psychedelic therapy. For the It Read More
148
2,241
6
Published:

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