Studio Universal, the most famous tv channel dedicated to the great cinema, every year produces a calendar for stakeholders and insiders/experts to increase its awareness. The challenge is to create an outstanding calendar that wins the office-wall-battle.

To emphasize the importance that great movies broadcasted by Studio Universal always had in audience life, the concept used for the 2010 calendar was: "The great cinema gets under your skin". That's why months have been positioned on a series of 6 x-rays: each one emphasizes a symbol-icon of a cinema genre inside a body. The kit is equipped with a wall radiologist viewer, in which x-ray must be inserted, and a medical prescription

Advertising Agency: Y&R, Rome, Italy
Chief Creative Director: Alessandro Canale
Art Directors: Fabio Dimalio, Laura Sforza
Copywriter: Saverio Lotierzo
Illustrator: Oliva Studio
Group Client Director: Marco Ruggeri
Account Manager: Roberta Lancieri